Wabi Sabi Design System

Abundance Brasil_

Brand Manual, Design System, Components/

2024

Abundance Brasil is a pioneering climate tech company based in Brazil, dedicated to fighting global warming through reforestation projects and the sale of carbon credits. To enhance its brand identity and communication strategy, Abundance Brasil introduces a design system named “Wabi Sabi,” inspired by the Japanese aesthetic philosophy of finding beauty in imperfection and impermanence.

Project

Role

CPO, and Lead Product Designer

Period

2/3 years

Tools

Jira
Confluence
Figma
Miro
Notion

Objectives

Reflecting Abundance Brasil’s values: Developed a design system that embodied Abundance Brasil’s commitment to environmental sustainability, renewal, and resilience.
Cultural connection: Paid homage to the origins of Wabi Sabi philosophy, creating a sense of cultural resonance and global interconnectedness.
Aesthetic harmony: Achieved visual harmony and coherence across all brand touchpoints while embracing the principles of simplicity, asymmetry, and authenticity.
Flexibility and adaptability: Created a flexible design system that could accommodate various applications, from digital interfaces to print materials, while maintaining consistency and brand integrity.

Approach

Research and inspiration: Conducted research on Wabi Sabi philosophy, exploring its principles, symbols, and visual motifs. Drew inspiration from nature, organic forms, and traditional Japanese art and design.
Visual exploration: Experimented with color palettes, typography, iconography, and imagery that evoked the essence of Wabi Sabi, emphasizing earthy tones, organic textures, and handcrafted elements.
Iterative design process: Iterated on design concepts based on feedback from stakeholders, refining and evolving the visual language of the design system to align with Abundance Brasil’s brand identity and objectives.
Cultural sensitivity: Ensured cultural sensitivity and authenticity in the interpretation and representation of Wabi Sabi aesthetics, respecting its origins and significance in Japanese culture.
Documentation and guidelines: Documented the design system components, guidelines, and best practices in a comprehensive style guide or design manual, providing clear instructions for implementation and usage.

Design System components

Logo and brandmark: Developed a simple and evocative logo and brandmark that embodied the spirit of Wabi Sabi, incorporating natural elements such as leaves, branches, or weathered textures.
Color palette: Selected a muted and earthy color palette inspired by nature, featuring tones of green and subdued blues, evoking a sense of tranquility and harmony.
Typography: Chose elegant and organic typefaces that conveyed a sense of warmth and authenticity, reflecting the handmade and imperfect qualities of Wabi Sabi aesthetics.
Iconography and illustrations: Designed a set of minimalist icons and illustrations inspired by natural forms and elements, such as trees, leaves, and landscapes, capturing the essence of Wabi Sabi simplicity and beauty.
Photography guidelines: Defined guidelines for selecting and using photography that aligned with Wabi Sabi principles, focusing on natural landscapes, weathered textures, and fleeting moments of beauty.

Results

The design system “Wabi Sabi” for Abundance Brasil embodies the company’s mission to combat global warming while celebrating the beauty of imperfection and impermanence. By drawing inspiration from the Japanese aesthetic philosophy, the design system creates a visual language that resonates with authenticity, simplicity, and harmony. Overall, the successful integration of “Wabi Sabi” design principles enhances Abundance Brasil’s brand presence and impact in the climate tech industry, inspiring action and driving positive change for the planet.

Implemented across all brand touchpoints, “Wabi Sabi” strengthened Abundance Brasil’s brand identity, fostering a deep connection with audiences and reinforcing its commitment to environmental stewardship and sustainability.

Origin of Wabi Sabi

Wabi Sabi is a Japanese concept rooted in Zen Buddhism, emphasizing the acceptance of transience and the beauty of imperfection. It celebrates simplicity, natural materials, and the passage of time, encouraging an appreciation for the inherent beauty found in the imperfect, the worn, and the weathered.