Uebaa Tuakiri Waitohu by Marcelo Ruis Vargas Martinelli

Uebaa Tuakiri Waitohu by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 A' Design Award Rino in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

RinoWhakairoiro· 2023

Uebaa Tuakiri Waitohu

by Marcelo Ruis Vargas Martinelli

Client: Laika

A' Design Award Rino Winner in Whakairoiro Category

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Verified Award Winner

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Colors

The Design

About Uebaa Tuakiri Waitohu

Ko Uebaa he tuakiri waitohu i hangaia mō tētahi kamupene e hanga ana i ngā hua mā ngā tamariki. Ko te tuakiri e ahu mai ana i ngā whakaaro e whā: te ngahau, te whai take, te toitū me te ātaahua. Ka whakaaturia ēnei whakaaro mā tētahi kōpaka tae whānui, ngā whakaahua whakamārama me ngā tohu whakapakoko. Ko te reo ataata e anga atu ana ki ngā tamariki, engari ko ngā whakaaro waitohu e kōrero ana ki ngā mātua. Ka whakamahia te pūnaha ki tētahi pukapuka waitohu 96 whārangi te nui, ngā tapatapa, ngā kāri, ngā taputapu tuhituhi, ngā mata, ngā pāpāho pāpori me tētahi paetukutuku. Ko te nuinga o ngā tuhinga tā ka hangaia mā te tā offset i roto i ngā tae CMYK, ā, ko ngā whakaahua whakamārama ka hangaia mā te matihiko.

The Recognition

About the A' Design Award Rino

Ko Uebaa Tuakiri Waitohu te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Uebaa Tuakiri Waitohu he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Uebaa Tuakiri Waitohu mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

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