Cesea Agenc.ia

iAiA's Pool Brunch: the brand of an event served floating.

A complete identity for a poolside brunch built for the iaias, our beloved grandmothers: floating drink holders with the name printed where you see it as you toast, fringed parasols, striped bathhouse towels and an army of rubber ducks to take home.

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  • The event kit as a still life: floating drink holders reading iAiA's pool brunch, a burgundy ring, a fringed parasol and rolled towels.
  • A pool full of red and white striped drink holders with cocktails and edible flowers, and a rubber duck in the middle.
  • Detail of the styling, with the drink holders floating beside the pool edge.
  • Wide view of the brunch: guests in the garden, a pink striped parasol and the pool with the drinks afloat.
  • Closing frame of the series: the event floats and a basket of rubber ducks by the water.

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iAiA's Pool Brunch

Brand event · Senior community

The starting
point

You don't keep the iaias entertained: you invite them to the best party of the summer.

Flip

· The challenge

Older audiences almost always show up in the wrong photograph, in a day centre, on a scheduled activity. Here we had to build the brand of an event that looked like what people in their late sixties actually fancy: a pool, a cocktail in hand and room for a long conversation after lunch. No condescending winks, no giant type and not one picture of arts and crafts.

Flip

· How we tackled it

We built the identity from the object out: the floating drink holder as the centrepiece, with the name printed at toasting height, and a bathhouse-stripe palette of burgundy, red and cream that works the same on fabric, on plastic and on signage. From there comes the full event kit: parasols, towels, signage and the ducks each guest takes home. The brand isn't explained in a manual, it's handed out.

Respect shows in the quality of the party, not in the size of the type.

From the pool to the keepsake.

First the piece that carries the brand, then the kit that dresses the whole event, and finally the detail that goes home with every guest.

Milestone 1

Event concept and name

Milestone 2

Design of the branded floating drink holder

Milestone 3

Bathhouse-stripe palette and textile applications

Milestone 4

Full kit: parasols, towels and signage

Milestone 5

Production and styling of the event

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