DIVANO — Branding, Product Identity & Launch Strategy
A playful yet purposeful brand identity built to position Divano as an innovative play couch that sparks creativity, nurtures growth, and supports families and communities.
Overview: DIVANO is a modular play couch designed to enrich children’s imagination and provide families with a safe, adaptable, and indestructible furniture piece. Named after the Italian word for “sofa,” the brand embodies versatility — enabling kids to build castles, stages, and obstacle courses, or relax with a book. Beyond being a product, Divano stands for a philosophy of play that fosters independence, creativity, responsibility, and communication. The brand also carries a strong social mission: to give back through partnerships with NGOs, supporting children and families in less fortunate communities. I was commissioned to shape the brand identity and guidelines in full, covering everything from packaging and interactive concepts to digital presence and social assets, while building a cohesive narrative that resonates with both parents and children.
My role: Lead Designer — brand strategy, visual identity system (excluding logo), packaging design, interactive packaging concepts (no-waste solutions), brand guideline book, social media templates, stationery, digital and printable materials, and production-ready artwork.
Challenge: The primary challenge was to create a brand that conveyed both fun and functionality — appealing to children with playfulness while also reassuring parents of safety, durability, and educational value. The identity needed to balance the vibrant, child-friendly energy with a polished, trustworthy look suitable for families making considered investments in their children’s growth. Another key task was to design packaging and collateral in a way that minimized waste while providing interactive and educational value for kids.
Approach: The process began with research into early childhood learning methods, modular toy systems, and family-focused lifestyle branding. I developed moodboards combining playful colors with approachable typography and modular shapes inspired by the couch’s components. After presenting three creative directions, we refined the selected concept into a comprehensive brand system. Since the logo was already designed by another contributor, my focus was on expanding the visual language into a full identity, expressed through packaging, print, and digital applications, and a detailed brand guideline book. Interactive packaging solutions were developed to double as games or creative tools for children, extending the brand’s philosophy of play while reducing waste.
Deliverables: Brand style guide, packaging concepts, interactive packaging games, social media templates, stationery, marketing collateral, digital and printable materials, and full brand guideline book.
Outcome: The final brand positioned DIVANO as more than just a couch — but as a tool for play, creativity, and family connection. Its vibrant yet professional identity made it stand out in the children’s furniture and play market. Parents resonated with the dual message of imaginative play and community contribution, while children were drawn to the bright, modular-inspired visuals. The extensive brand guideline book ensured long-term consistency and provided the client with a clear roadmap for applying the identity across all future touchpoints.
Want a brand that balances playfulness with purpose? Let’s talk — I design identities that spark imagination and trust.
