Uebaa Marca Identidad by Marcelo Ruis Vargas Martinelli

Uebaa Marca Identidad by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 A' Design Award Fierru Premiu in Shuyu Kamay Competition Category.

FierruShuyu· 2023

Uebaa Marca Identidad

by Marcelo Ruis Vargas Martinelli

Client: Laika

A' Design Award Fierru Premiu Winner in Shuyu Category

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Verified Award Winner

Verify Award Status for #148861

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Uebaa Marca Identidad

Uebaa nisqaqa huk marca identidad, wawakunapaq kawsay rurasqakunata ruraq empresapaq rurasqa. Kay identidadqa tawa yuyaykunapi sayarin: pukllaykuq, ruraq allin, wiñaq/kawsachiq, ima sumaq rikchayniyuq. Kay yuyaykunaqa achka color palette-wan, illustration-kunawan, pictograma-kunawanpas rikuchisqa kanku. Rikch'aq simiqa wawakunaman rimarin, ichaqa marca yuyaykunaqa taytamamakunaman rimarin. Kay sistemaqa 96 p'anqayuq brandbook-pi, tags-pi, tarjetakunapi, papel llamk'anakunapi, superficiekunapi, social media-pi, ima huk website-pipas churasqa kachkan. Aswan achka imprentasqa rurasqakunaqa offset printing-wan CMYK colorkunapi ruraqkuna kanku, illustrationkunataq digital-manta rurasqa kanku.

The Recognition

About the A' Design Award Fierru Premiu

Uebaa Marca Identidad A' Design Award Fierru Premiu mishak kan, yupaychay, kayta ruray yachak shinallatak industriapak mañaykunata paktachik alli diseñukunaman kun. Fierru mishak kashkakunaka hatun ruray ushayta, hanak yachayta, yachak yuyayta shinallatak ruray kamachiyta rikuchinku. Uebaa Marca Identidad sinchi yupaychashka, kuyashka shinallatak kuyashka ruray, ruranapak alli shinallatak mushuk yuyaypi kanata munanku. Kay Fierru Premiu japishka diseñuka industriapak ashtawan alli ruraykunata tantachin shinallatak yachaywan shinallatak ushaywan tantashka tekniku ushayta charin. Sinchi ruraymanta Uebaa Marca Identidad yupaychashka kan shinallatak kawsayta alliyachik ruraykunata kuypak ruray kan, pachata ashtawan alli kachun ruran.

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