Umano Hana Nui: ʻIʻo Waiwai Hōʻailona by Ruis Vargas

Umano Hana Nui: ʻIʻo Waiwai Hōʻailona by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award Hao in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

HaoKiʻi· 2021

Umano Hana Nui: ʻIʻo Waiwai Hōʻailona

by Ruis Vargas

Client: Laika

A' Design Award Hao Winner in Kiʻi Category

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Verified Award Winner

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Colors

The Design

About Umano Hana Nui: ʻIʻo Waiwai Hōʻailona

Kikokikona Puke: ʻO Umano kahi ʻiʻo waiwai hōʻailona i hana ʻia no kahi pā inu hōkele ma Sao Paulo, Brazila. Ke huki nei ka hōʻailona mai ka anthropophagy moʻomeheu, he manaʻo palapala kahi e hui pū ai ka ʻakaʻaka me ka wehewehe hou manuahi o nā mana mai waho mai. Aia i loko o kēia papahana kahi kiʻi hōʻailona (logotype), nā kāleka ʻoihana ma ka pepa offset 300 kilokelama, kahi papa ʻai, kahi ʻeke, hōʻailona ʻili a me nā palapala hōʻike i pāʻi ʻia ma ka pepa offset 75 kilokelama a hoʻopili ʻia i nā paia loko. Hui pū ka kiʻi hōʻailona a me ka hoʻolālā hale e hana i nā moʻolelo kiʻi e wehewehe hou ai i nā mea ʻike o ke kūlanakauhale a me nā mele kūloko. ʻO ka pahuhopu, ʻo ia ka neʻe ʻana mai ke ʻano kūlana kūpono maʻamau o nā pā inu hōkele kahiko.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Umano Hana Nui: ʻIʻo Waiwai Hōʻailona i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Umano Hana Nui: ʻIʻo Waiwai Hōʻailona he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Umano Hana Nui: ʻIʻo Waiwai Hōʻailona no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

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

Unique Properties: Sao Paulo bears the stigma of being a serious and unwelcoming city and their resident is reputed to be less than hospitable. However, since the beginning of the 20th century, there has been a cultural tradition in the city permeated by a sense of humor and artistic invention. Cultural anthropophagy is a product of this. The Umano name and identity project is a break from the traditional seriousness of hotels - a materialized rupture, physically and graphically.
Dimensions & Packaging: Poster sheet format 420 mm x 620 mm on offset paper 75 g. Printed in 4X0 CMYK colors. Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 4 CMYK colors.
Tags: Brand, poster, logotype, illustration, visual identity, Laika Design
Production Technology: To reify the brand, the identity project consists of business cards, printed in 300 g weight, menu, bag, surface design, architecture interaction and posters. The latter, printed on 75 g offset paper to be glued to walls and sidings inside of the Umano bar.
Design Challenge: Sao Paulo is a city that rebuilds itself every day, houses are demolished and buildings are built quickly, generating trendy neighborhoods at every moment and many regions end up losing their cultural relevance, causing tourists to focus only on these islands of services. The Umano bar needed to be an entertainment and service option authentically from Sao Paulo and that would generate a more intense nightlife in his neighborhood, making loyal the hotel public of the region.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the Umano brand.
Inspiration: The premise to develop a new brand for Ibis’s bar was cultural anthropophagy, a literary concept created by Oswald de Andrade, writer and poet from Sao Paulo. The principal aspect about cultural anthropophagy is the sense of humor: only concerns me what is not mine, say the poet. And an unusual behaviour, which is defined by devour without prejudice any culture that is foreign to it. That concept was the inspiration to create the Umano spirit and the brand’s lifestyle.
Project Duration: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Operation Flow: In the Umano bar, the symbiosis between design and architecture allows to fill every spot of the bar with visual narratives, which invite the client to experience reinterpretations of the city's sights: the geometric designs of the sidewalks or representations of iconic buildings, namely Copan. Many icons are reinterpreted by the language project, such as excerpts of songs and clippings of poems by authors from the city. The client finds a city which deconstructs its seriousness and coldness.
Patents: Laika Design
Team Members: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Image Credits: Laika Design