Multisense Identity

VANDOG agency: Iryna Metneva – Creative Director Olga Tyshchenko – Client Service Director Mariia Kvartsiana – Account Manager Anzhela Osypova – Creative Lead, Copywriter Daria Bairamova – Designer Yuliia Babych – PR Manager GASTROSENSY: Larysa Latypova – Project Founder

Gastrosensy is a therapeutic volunteer project. During seasonal culinary workshops, women from different backgrounds (military personnel, military wives, businesswomen, etc.) find support and solace. At the same time, they raise money for the armed forces. The project had been around for a year, but the simple typographic logo didn't convey all the meanings. CHALLENGE: How to represent all these meanings in design? IDEA: First of all we have created a concise yet multi-layered identity where each element is responsible for its own layer of meaning: - different pots — like women with different backgrounds; - clay — a material that is both flexible and durable — representing vulnerability that becomes strength when tempered by fire - kintsugi — the Japanese art of repairing ceramics where cracks are highlighted with golden lacquer, making the pottery unique. It represents a traumatic background that cannot be forgotten but can be overcome - white-on-white embroidery — is part of Ukraine's national intangible heritage, symbolizes the invisible work that women do on themselves - the tree of life — a symbol of the continuity of being, the connection between the material and the spiritual - bold lettering – like the confidence we strive for - differently oriented letters C is a symbol of movement towards change - slogan — “Healing souls through unity in shared activity" — sums it all up The identity allowed us to create a variety of merchandising items in which its different elements are revealed in different ways. For each item, we chose the element that worked best with it: - the hoodie literally conveyed the scars of cracks, and the tree of life was growing along the spine, turning the goosebumps on the back into support  - an ordinary cup was transformed into realistic porcelain, restored using kintsugi  - the twill did not need cracks, because the break in identity there occurs due to the shape of this accessory These items will be auctioned off at upcoming workshops. And this is just the beginning of the identity's life. It invites us to look closely and discover new meanings, even inspires unexpectedly bold steps, such as challenging the largest auction houses.