Uebaa Handelsmerkidentiteit by Marcelo Ruis Vargas Martinelli

Uebaa Handelsmerkidentiteit by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 A' Design Award in Yster in Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp Competition Category.

YsterGrafika· 2023

Uebaa Handelsmerkidentiteit

by Marcelo Ruis Vargas Martinelli

Client: Laika

A' Design Award in Yster Winner in Grafika Category

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Verified Award Winner
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Colors

The Design

About Uebaa Handelsmerkidentiteit

Uebaa is 'n handelsmerkidentiteit wat geskep is vir 'n maatskappy wat produkte vir kinders vervaardig. Die identiteit is gebaseer op vier idees: speels, funksioneel, volhoubaar en esteties. Hierdie idees word uitgedruk deur 'n wye kleurpalet, illustrasies en piktogramme. Die visuele taal spreek kinders aan, terwyl die handelsmerkidees tot ouers spreek. Die stelsel word toegepas op 'n handelsmerkboek van 96 bladsye, etikette, kaarte, skryfbehoeftes, oppervlaktes, sosiale media en 'n webwerf. Die meeste gedrukte items word deur offsetdruk in CMYK-kleure vervaardig, en die illustrasies word digitaal gemaak.

The Recognition

About the A' Design Award in Yster

Uebaa Handelsmerkidentiteit is 'n wenner van die A' Design Award in Yster, 'n prestigieuse erkenning wat toegeken word aan goeie ontwerpe wat voldoen aan die professionele en industriële vereistes wat van goed ontwerpte skeppings verwag word. Wenners in Yster toon groot vaardigheid, hoë spesialisasie, kundige begrip en die kreatiewe vermoë van hul skeppers. Daar word verwag dat Uebaa Handelsmerkidentiteit 'n hoog aangeskrewe, bewonderde en gekoesterde skepping is wat prakties en innoverend is. Hierdie ontwerp wat die A' Design Award in Yster gewen het, integreer die beste praktyke in die bedryf en het bekwame tegniese kenmerke gekoppel aan kundigheid en talent. Uebaa Handelsmerkidentiteit word gerespekteer vir sy deeglikheid en is ontwerp om verbeterings in lewensgehalte te bied wat help om die wêreld 'n beter plek te maak.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Based on four pillars namely playful, functional, sustainable and aesthetic, the Uebaa brand manages to have its communication oriented towards the development of products that offer tangible benefits to its public. The pillars are graphically translated by an extensive palette of colors and illustrations that stimulate creativity and imagination. The brand Uebaa starts to communicate in an authentic way through its own and unmistakable visual elements, becoming a reference in its business segment.
Dimensions & Packaging: Brandbook, format 180 x 180 mm, 96 pages. Tag, sheet format 50 x 90 mm, printed on offset paper 300 g/m2., 4X0 colors (CMYK). Card, sheet format 50 x 85 mm printed on offset paper 300 g/m2., 4X4 colors (CMYK).
Tags: Branding, visual identity, brand identity, illustration
Production Technology: Most of the graphic materials were produced in offset in CMYK-scale colors. Original site development in PHP language. The illustrations were developed digitally.
Design Challenge: The brand language encountered significant implementation challenges. For it is a extensive identity system, with several elements of visual
identity and an extensive color palette, the brand book required detailed treatment of the rules and guidelines for use, especially in the integration of identity elements with typography. The line's sub-brands, Toca and Pingo, expanded the Uebaa business model, but also required restrictions on the integrated use with the parent brand.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of meaning, an affirmation, and the need to design small graphic narratives. Thus, the visual identity project expands upon the detailed and strategic work of building an imaginary universe that represents the culture of the Uebaa brand.
Inspiration: The Uebaa brand needed to find its own branding language, which would develop narratives for its final audience, children and their parents, building an affective connection with them. The tone of the brand's speech was rethought and a series of ludic narratives, illustrations and pictograms were created to bring Uebaa closer to its audience. Applied to surfaces, social media, stationery, the website and much more, the images are basis for the exposure of the fun and childlike spirit of the brand.
Project Duration: The project started in June 2020 and finished in June 2022 in Sao Paulo, Brazil.
Operation Flow: The new brand identity project of the Uebaa brand allowed it to appropriate the universe of childlike language with authority, without incurring a model permeated with cliches. The brand identity uses illustrations to pragmatically exemplify its brand basis namely playful, functional, sustainable and aesthetic. The visual language is for children, but the brand basis aim to dialogue with parents.
Team Members: Ruis Vargas, Creative Director and Illustrator; Agnes Svilenov and Lorenzo Morelatto, graphic designers
Image Credits: Laika Design