Uebaa Faʻasinomaga o le Kamupani by Marcelo Ruis Vargas Martinelli

Uebaa Faʻasinomaga o le Kamupani by Marcelo Ruis Vargas Martinelli is a highly esteemed winner of the very prestigious 2023 A' Design Award Uʻamea in Mamanu Ata Fa'atusa Competition Category.

UʻameaAta Fa'atusa· 2023

Uebaa Faʻasinomaga o le Kamupani

by Marcelo Ruis Vargas Martinelli

Client: Laika

A' Design Award Uʻamea Winner in Ata Fa'atusa Category

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Verified Award Winner

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Colors

The Design

About Uebaa Faʻasinomaga o le Kamupani

O Uebaa o se faʻasinomaga faʻapisinisi na fatuina mo se kamupani e faia oloa mo tamaiti. O le faʻasinomaga e faʻavae i luga o manatu e fa: taʻalo, aoga, mafai ona faʻaauau, ma le matagofie. O nei manatu e faʻaalia e ala i se ata lanu lautele, ata faʻatusa ma ata puupuu. O le gagana faʻaataata e faasino i tamaiti, ae o manatu o le faʻasinomaga e talanoa i mātua. O le faiga lea e faʻaaogaina i se tusi faʻasinomaga e 96 itulau, faʻailoga, kata, mea faitusi, luga o mea, upega tafaʻilagi lautele, ma se upega tafaʻilagi. O le tele o mea lomia e gaosia e ala i le lolomi ofeta i lanu CMYK, ma o ata faʻatusa e faia i auala faʻakomepiuta.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Uebaa Faʻasinomaga o le Kamupani, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Uebaa Faʻasinomaga o le Kamupani e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Uebaa Faʻasinomaga o le Kamupani ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

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