Uebaa Lub Npe Tseem Ceeb: Brand Identity by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 A' Design Award Hlau in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

HlauDuab Kos· 2023

Uebaa Lub Npe Tseem Ceeb: Brand Identity

by Marcelo Ruis Vargas Martinelli

Client: Laika

A' Design Award Hlau Winner in Duab Kos Category

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Colors

The Design

About Uebaa Lub Npe Tseem Ceeb: Brand Identity

Uebaa yog ib lub cim brand tsim los rau ib lub tuam txhab uas tsim khoom rau menyuam yaus. Lub cim no yog tsim raws li plaub lub tswv yim: kev ua si, kev siv tau zoo, kev ruaj khov ntev, thiab kev zoo nkauj. Cov tswv yim no tau qhia tawm los ntawm ntau yam xim, cov duab kos, thiab cov cim pictogram. Cov lus qhia los ntawm duab yog hais rau menyuam yaus, tab sis cov tswv yim brand yog hais rau niam txiv. Lub kaw lus no tau siv rau hauv phau ntawv brandbook uas muaj 96 nplooj ntawv, cov npe tag, cov npis, cov khoom siv sau ntawv, cov nqaij tsim, social media, thiab ib lub vev xaij (website). Feem ntau cov khoom luam ntawv yog luam siv txoj kev offset printing nrog xim CMYK, thiab cov duab kos yog tsim siv computer digital.

The Recognition

About the A' Design Award Hlau

Uebaa Lub Npe Tseem Ceeb: Brand Identity yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Uebaa Lub Npe Tseem Ceeb: Brand Identity xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Uebaa Lub Npe Tseem Ceeb: Brand Identity tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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