OKENA - THE WATER THAT RETURNS TO ITS ORIGIN by SPICE DESIGN for OKENA SERVIÇOS AMBIENTAIS

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OKENA - THE WATER THAT RETURNS TO ITS ORIGIN

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Industry Water
Media Design & Branding
Market Brazil
Agency SPICE DESIGN
Designer Joel Bento
Released February 2010

Credits & Description

Category: Consumer Services
Advertiser: OKENA SERVIÇOS AMBIENTAIS
Product/Service: INDUSTRIAL & LIQUID WASTE TREATMENT
Agency: SPICE DESIGN
Date of First Appearance: Mar 1 2010
Entrant Company: SPICE DESIGN, Sao Paulo, BRAZIL
Account Director: Daniella Lima (spice Design)
Design Director: Gabriela Tischer (spice Design)
Designer: Joel Bento (spice Design)
Web Designer: André Dias (O2 Studio Web)
Media placement: Brand And Site - Site And Press - 1 March 2010
Media placement: Folder And Prints - FIMAI - 1 November 2010

Describe the brief from the client
The briefing was to create naming, identity, slogan and brand attributes for a company of INDUSTRIAL WASTE WATER AND LIQUID WASTE TREATMENT. Okena is a company that acts responsibly with the environment, and works with the principles of 3BL - triple bottom line, giving equal importance to human, environmental and economical issues, seeking to generate positive impacts in the world.

Describe the challenges and key objectives
Our challenge was to translate all Okena principles in its brand and bring up its brand experience a positive impact. The main idea was the slogan that came to our minds: "the water that returns to its origin", and based on this we developed the project. The name was chosen based on that the meaning of Okena for Native Americans is Water Chief, and in the Tupi Guarani Brazilian Indian tribe language it means port, access, way.

Describe how you arrived at the final design
The trademark shows the nature, water, flora and fauna. We used it in a circle - which always returns to the starting point, renews itself, and has no beginning or end. This brings to mind the idea of a Cycle - a series of phenomena that follow a certain order, express motion, has the right track and is full of vigour, life, and value.

The colours refer directly to Brazil and also a new moment in the country.
Blue conveys truth, reliability, peace, and infinity in the case of water purity.
Yellow displays power, light, hope, and value.
Green portrays nature, humidity, freshness, health, abundance, and firmness.

Give some indication of how successful the outcome was in the market
Okena's brand and services have been well accepted by the industries, and seen as a pioneer in this kind of market. The brand reached a good visibility and actuation at the FIMAI 2010 - an International Fair about Industrial Environment and Sustainability in São Paulo - Brasil.