FOR IMMEDIATE RELEASE

Ruis Vargas Introduces Umano: A Cultural Anthropophagy-Inspired Brand Identity Project

Ruis Vargas, the creative mind behind Laika Design, has unveiled Umano, a groundbreaking brand identity project for Ibis’s bar in Sao Paulo, inspired by the literary concept of cultural anthropophagy. The project, which commenced in January 2020 and concluded in July 2020, aims to break away from the traditional seriousness of hotels and infuse a sense of humor and artistic invention into the brand’s lifestyle.

The Umano project is a materialized rupture, both physically and graphically, challenging the stigma of Sao Paulo as a serious and unwelcoming city. The brand identity project includes business cards, menus, bags, surface designs, architectural interactions, and posters, all meticulously crafted to reflect the spirit of Umano.

By reinterpreting the city's sights, such as the geometric designs of sidewalks and iconic buildings like Copan, Umano invites patrons to experience a deconstruction of the city's seriousness and coldness. The project's synergy between linguistic and pictorial skills, based on the Laika method, has allowed the creation of diverse visual narratives that capture the essence of the Umano brand.

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