Marcelo Ruis Vargas Martinelli ᱨᱮᱱᱟᱜ Uebaa Brand Identity ᱨᱮᱭᱟᱜ ᱵᱟᱶᱜᱚ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2023 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱜᱨᱟᱯᱷᱤᱠ· 2023
Uebaa Brand Identity ᱨᱮᱭᱟᱜ ᱵᱟᱶᱜᱚ
Marcelo Ruis Vargas Martinelli ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Laika
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#148861 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Uebaa Brand Identity ᱨᱮᱭᱟᱜ ᱵᱟᱶᱜᱚ ᱵᱟᱵᱚᱛ ᱛᱮ
Uebaa ᱯᱩᱭᱲᱤ ᱠᱚᱨᱮᱭᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱪᱤᱡ ᱠᱚ ᱵᱮᱱᱟᱣ ᱠᱚᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱠᱚᱢᱯᱟᱱᱤ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱚᱠᱟ Brand Identity ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱯᱩᱲᱦᱤᱡ ᱡᱟᱦᱟᱱ ᱵᱟᱨᱭᱟ ᱵᱟᱵᱚᱛ ᱨᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱡᱟᱦᱟᱱ ᱠᱚ ᱦᱚᱸ: ᱠᱷᱮᱞᱟᱭᱩᱜ, ᱠᱟᱹᱢᱤᱭᱟᱹ, ᱡᱤᱭᱚᱸᱫ ᱛᱟᱦᱮᱸ ᱮᱢ ᱚᱠᱛᱚ, ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱾ ᱱᱚᱶᱟ ᱯᱩᱲᱦᱤᱡ ᱠᱚ ᱚᱱᱚᱞᱮᱱ ᱨᱮᱭᱟᱜ ᱨᱚᱸᱜ ᱪᱮᱛᱟᱱ, ᱪᱤᱛᱟᱹᱨ ᱟᱨ ᱯᱤᱠᱴᱚᱜᱨᱟᱢ ᱛᱮ ᱩᱫᱩᱜ ᱟᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱡᱩᱲᱟᱹᱣ ᱪᱮᱛᱟᱱ ᱠᱚ ᱦᱚᱲᱚᱠ ᱠᱚᱨᱮᱭᱟᱜ ᱠᱟᱹᱴᱤᱡ ᱠᱚ ᱥᱟᱶᱛᱮ ᱠᱚᱰᱟ ᱜᱟᱞᱢᱟᱨᱟᱣ ᱮᱫᱟ, ᱚᱱᱰᱮ ᱮᱥᱮᱫ ᱟᱡᱟᱜ ᱯᱩᱲᱦᱤᱡ ᱨᱮᱭᱟᱜ ᱩᱫᱩᱜ ᱠᱚ ᱦᱟᱹᱰᱟᱹᱢ ᱦᱟᱹᱴᱤᱧ ᱠᱚ ᱛᱟᱭᱚᱢ ᱠᱟᱛᱷᱟ ᱠᱚᱨᱟᱣ ᱮᱫᱟ ᱾ ᱱᱚᱶᱟ ᱥᱤᱥᱴᱮᱢ ᱫᱚ ᱮᱴᱟᱜ ᱯᱮᱡᱴᱮᱡᱴ ᱨᱮᱭᱟᱜ ᱵᱨᱮᱸᱰᱵᱩᱠ, ᱴᱮᱜ, ᱠᱟᱨᱰ, ᱮᱥᱴᱮᱥᱱᱟᱨᱭ, ᱥᱚᱨᱯᱷᱮᱥ, ᱥᱚᱥᱤᱭᱟᱞ ᱢᱤᱰᱤᱭᱟ ᱟᱨ ᱢᱤᱫ ᱣᱮᱵᱥᱟᱭᱤᱴ ᱨᱮ ᱵᱮᱵᱷᱟᱨ ᱮᱱᱟ ᱾ ᱡᱟᱡᱤᱢ ᱛᱮᱛᱟᱨᱟᱜ ᱛᱮᱭᱟᱨ ᱠᱟᱱ ᱡᱤᱱᱤᱥ ᱠᱚ ᱫᱚ ᱚᱯᱷᱥᱮᱴ ᱯᱨᱤᱸᱴᱤᱝ ᱞᱮᱠᱟᱛᱮ CMYK ᱨᱚᱸᱜ ᱨᱮ ᱛᱮᱭᱟᱨ ᱮᱱᱟ, ᱟᱨ ᱪᱤᱛᱟᱹᱨ ᱠᱚ ᱰᱤᱡᱤᱴᱟᱞ ᱴᱷᱟᱶ ᱛᱮ ᱵᱮᱱᱟᱣ ᱮᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Uebaa Brand Identity ᱨᱮᱭᱟᱜ ᱵᱟᱶᱜᱚ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Uebaa Brand Identity ᱨᱮᱭᱟᱜ ᱵᱟᱶᱜᱚ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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).
- ᱴᱮᱜ ᱠᱚ
- Branding, visual identity, brand identity, illustration
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Most of the graphic materials were produced in offset in CMYK-scale colors. Original site development in PHP language. The illustrations were developed digitally.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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. - ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in June 2020 and finished in June 2022 in Sao Paulo, Brazil.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Ruis Vargas, Creative Director and Illustrator; Agnes Svilenov and Lorenzo Morelatto, graphic designers
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Laika Design
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