Uebaa Njirimara Ụlọọrụ by Marcelo Ruis Vargas Martinelli

Uebaa Njirimara Ụlọọrụ by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 Ihe Nrite A' Design Award nke Igwe in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

IgweEserese· 2023

Uebaa Njirimara Ụlọọrụ

by Marcelo Ruis Vargas Martinelli

Client: Laika

Ihe Nrite A' Design Award nke Igwe Winner in Eserese Category

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Colors

The Design

About Uebaa Njirimara Ụlọọrụ

Uebaa bụ njirimara ụlọọrụ e mepụtara maka ụlọọrụ na-emepụta ngwaahịa maka ụmụaka. Njirimara a gbadoro ụkwụ n'echiche anọ: egwuregwu, ọrụ bara uru, mbelata mmefu na mma anya. A na-egosipụta echiche ndị a site na igwe agba dị iche iche, eserese na akara ihe (pictograms). Asụsụ anya na-agbaso ụmụaka, ebe echiche ụlọọrụ na-agwa ndị nne na nna okwu. A na-etinye usoro a n'akwụkwọ ụlọọrụ nke dị peeji iri itoolu na isii (96), akara ngwaahịa, kaadị, ihe ndenye akwụkwọ, elu ihe dị iche iche, mgbasa ozi ọha na akụkụ ịntanetị (website). Ọtụtụ ihe e biri ebi ka e ji usoro offset printing mepụta ha n'agba CMYK, ebe e ji teknụzụ dijitalụ mee eserese ndị ahụ.

The Recognition

About the Ihe Nrite A' Design Award nke Igwe

Uebaa Njirimara Ụlọọrụ meriri A' Design Award nke Igwe, nnabata dị ugwu e nyere design ndị dị mma nke na-emezu ihe ndị a chọrọ n'ọrụ na ụlọ ọrụ nke a na-atụ anya n'ihe e kere eke ndị e mere nke ọma. Ndị meriri na Igwe na-egosi nka buru ibu, ọkachamara dị elu, nghọta ọkachamara na ikike imepụta nke ndị kere ha. A na-atụ anya na Uebaa Njirimara Ụlọọrụ ga-abụ ihe e kere eke a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya nke bụ ihe bara uru ma dị ọhụrụ. Design a meriri A' Design Award nke Igwe na-ejikọta ụzọ kacha mma nke ụlọ ọrụ ma nwee àgwà teknụzụ kwesịrị ekwesị jikọtara na ihe ọmụma na talent. A na-asọpụrụ Uebaa Njirimara Ụlọọrụ maka nlezianya ya ma e mere ya ka ọ nye mmeziwanye ndụ nke na-enyere aka ime ka ụwa bụrụ ebe ka mma.

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