Uebaa

Branding for Laika

The new Uebaa brand is a deep branding restructuring project, leveraging the brand's speech, consolidated by the brand basis, reengineering of the brand architecture, sub-brands Pingo and Toca and the conception of a detailed brand identity relevant to the new behavior of the brand. The result of the project consolidated the brand's new business model, allowing dialogue with both the adult public, the purchase decision maker, and the children's public. Speeches, colors and shapes invite to get involved with unmistakable and proprietary visual narratives.

Download Press Kit № 148861

Download Press Kit № 148861 Branding for Laika by Ruis Vargas to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Uebaa by Ruis Vargas

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Branding by Ruis Vargas

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Ruis Vargas Uebaa

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Ruis Vargas Branding

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LaikaBrand Logo

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Ruis Vargas Corporate Logo

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Uebaa Branding Media Articles

We provide articles ready for publication on Uebaa, offered in several languages: English, Chinese (Mandarin), Indonesian, Korean, Japanese, Russian, Turkish, Arabic (Standard), German, French, Portuguese, Dutch, Hindi and Spanish.

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.

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

Project Overview

Uebaa Branding has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Iron Recognition

Ruis Vargas was recognized with the coveted Iron A' Design Award in 2023, a testament to excellence of their work Uebaa Branding.

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