Iron Graphics, Illustration and Visual Communication Design · 2023
Uebaa Branding
by Marcelo Ruis Vargas Martinelli
- A' Design Award 2023 Iron Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2023
- CLIENT: Laika
- Estimated Number of Design Views: 12,049
- Verification code 199DE63505 · Verify this award
About Uebaa Branding
Uebaa is a brand identity created for a company that makes products for children. The identity is based on four ideas: playful, functional, sustainable and aesthetic. These ideas are expressed through a wide color palette, illustrations and pictograms. The visual language addresses children, while the brand ideas speak to parents. The system is applied to a brandbook of 96 pages, tags, cards, stationery, surfaces, social media and a website. Most printed items are produced by offset printing in CMYK colors, and the illustrations are made digitally.
Press Kit
- 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. - 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.
- 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.
- Image Credits
- Laika Design