Umano Asnas n Twacult n Trwiza sɣur Ruis Vargas

Umano Asnas n Twacult n Trwiza sɣur Ruis Vargas d anerbaz yettwaqadren meqqren n 2021 Tarbaḥt A' Design Award n Uzzal deg Taggayt n Tnaflit n Afeṣṣel n Unuɣ, Tugna d Teywalt Tamulant.

UzzalUnuɣ· 2021

Umano Asnas n Twacult n Trwiza

sɣur Ruis Vargas

Amsaɣ: Laika

Anerbaz n Tarbaḥt A' Design Award n Uzzal deg Taggayt n Unuɣ

12,725

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #116954

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Umano Asnas n Twacult n Trwiza

Umano d asnas n twacult n trwiza i d-ttwaxelqen i uxxam n tissit n usewjeb yellan di Sao Paulo, Brazil. Asnas-agi yeṭṭfen di tamsalt n tmetti tunṣibt n "cultural anthropophagy", d tasnulfut tasekliwt i yesdukklen taḍsa akked usleɣmu ilelli n tezmert-nniḍen. Asenfar-agi yezmer ad d-yesnulfu asekkil n twacult, tiskilin n tinig i d-yettwaxedmen ɣef warrat n offset n 300 grams, umenu (imenu), tacekkart, asnas n tsedwa akked yisura i d-yettwasekkin ɣef warrat n offset n 75 grams i d-ttwacebḥen ɣef yigenniten n daxel. Tugniwin akked tsekla-uxxam ttemsudunt akken ad d-slalen ticraḍ n tmuɣli yesnulfun srid tinaẓuriyin n temdint akked yisefra n idles adigan. Aẓayer aqbuṛ, d amagnu ad d-yeffeɣ seg tarwiḥt tanaẓurant tuɣalint n yixxamen n tissit n usewjeb tiqburin.

Asmekti

Ɣef Tarbaḥt A' Design Award n Uzzal

Umano Asnas n Twacult n Trwiza d amerbaḥ n Tarbaḥt A' Design Award n Uzzal, tagmat i yisnulfa yelhan i yemmalen ayen i d-ttrajun yimdanen seg yisnulfa yelhan. Imerbaḥen n Uzzal ttbanen d tmusni, tmahilt d tazmert n yimahilen-nsen. Umano Asnas n Twacult n Trwiza ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Isnulfa-a ttwaɛezzen imi ɛawnen deg tudert, rran ddunit ugar n lxir.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: Sao Paulo bears the stigma of being a serious and unwelcoming city and their resident is reputed to be less than hospitable. However, since the beginning of the 20th century, there has been a cultural tradition in the city permeated by a sense of humor and artistic invention. Cultural anthropophagy is a product of this. The Umano name and identity project is a break from the traditional seriousness of hotels - a materialized rupture, physically and graphically.
Tigejdiwin & Akemmus: Poster sheet format 420 mm x 620 mm on offset paper 75 g. Printed in 4X0 CMYK colors. Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 4 CMYK colors.
Tibzimin: Brand, poster, logotype, illustration, visual identity, Laika Design
Tasnakta n Ufares: To reify the brand, the identity project consists of business cards, printed in 300 g weight, menu, bag, surface design, architecture interaction and posters. The latter, printed on 75 g offset paper to be glued to walls and sidings inside of the Umano bar.
Asewḥel n Usnulfu: Sao Paulo is a city that rebuilds itself every day, houses are demolished and buildings are built quickly, generating trendy neighborhoods at every moment and many regions end up losing their cultural relevance, causing tourists to focus only on these islands of services. The Umano bar needed to be an entertainment and service option authentically from Sao Paulo and that would generate a more intense nightlife in his neighborhood, making loyal the hotel public of the region.
Anadi: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the Umano brand.
Aseḥbiber: The premise to develop a new brand for Ibis’s bar was cultural anthropophagy, a literary concept created by Oswald de Andrade, writer and poet from Sao Paulo. The principal aspect about cultural anthropophagy is the sense of humor: only concerns me what is not mine, say the poet. And an unusual behaviour, which is defined by devour without prejudice any culture that is foreign to it. That concept was the inspiration to create the Umano spirit and the brand’s lifestyle.
Tanzagt n Usenfar: The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
Tanila n Umahil: In the Umano bar, the symbiosis between design and architecture allows to fill every spot of the bar with visual narratives, which invite the client to experience reinterpretations of the city's sights: the geometric designs of the sidewalks or representations of iconic buildings, namely Copan. Many icons are reinterpreted by the language project, such as excerpts of songs and clippings of poems by authors from the city. The client finds a city which deconstructs its seriousness and coldness.
Ibrivan: Laika Design
Igmamen n Terbaɛt: Ruis Vargas, Creative Director, Agnes Svilenov, Designer
Imsuren n Tugniwin: Laika Design