Riba Leve Beer Label by Ruis Vargas

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DESIGN DETAILS
DESIGN NAME:
Riba Leve

PRIMARY FUNCTION:
Beer Label

INSPIRATION:
The mermaid's icon permeates the imaginary construction of the Riba brand. The figure of this mythical being is used in different media, through different graphic re-readings in the communication. The icon is fundamental in the construction of the imaginary, because it refers to the sea - present in the life of the Brazilian - and the sailors and their tattoos - that inspired the construction of the Riba brand. Thus, for the light Riba beer, an unexpected reinterpretation of mermaid was conceived in its more classic version - bird-headed body of a woman - composing a surrealistic and lyrical scene.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Riba is a famous bar and restaurant in Rio de Janeiro. The label of his new beer had to translate the idea of lightness of the new product. Laika conceived the image of a mermaid, icon of the Riba brand, with wings, floating in the clouds. About the visual concept, in Portuguese, the word "leve" means light, light to the point of taking flight. Hence the polysemy with the flying mermaid and, by extension, the analogy with the balloon present in the gargaleira. The objective was to reach the female audience and goers of the beaches of Rio.

OPERATION / FLOW / INTERACTION:
The Riba light product is an important component in the goal of composing a complete brand experience for the consumer. Its products allow diversified audience reach, offering diversified gastronomic experiences. Thus, a beer like Riba light complements fundamental aspects in the expansion of these experiences, since it allows to expand the brand loyalty to the female audience, offering a beer that goes and meets your taste buds. Riba is, above all, a way of life.

PROJECT DURATION AND LOCATION:
The project started in June 2017 and finished in January 2018 in Sao Paulo, Brazil.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The label was produced in flexography and, in its composition, the combination of three special colors (pantone), magenta (812C), green (381C) and graphite gray (412C) were used. Such combination allowed a vibrant label and in tune with the Brazilian tropicalismo, besides preserving the naturalness of the trace in hachura technique of the illustration. The gargaleira, expanding the concept of lightness (flight), in its cut, mimics the cloud format.

SPECIFICATIONS / TECHNICAL PROPERTIES:
In the composition of the label, care was taken to create two distinct areas of information, with equally distinct functions. The first, the face, refers to the aesthetic-conceptual aspect and obligatory information in Brazilian beverage label patterns. The second area is devoted to technical aspects of the consumer product, distributed over flat color and without noise. Dimensions of the label: 160X80 mm. Gargoyle dimensions: 80X40 mm.

TAGS:
Package, label, illustration, visual identity, Laika design, brand

RESEARCH ABSTRACT:
The Laika method is based on the complete synergy between language skills and pictorial aspects of communication. Every project begins with the construction of meaning (semiological aspect) and the need to design small graphic narratives pertinent to the brand. Thus, the Riba Leve beer label expands upon the detailed and strategic work of building an imaginary universe that represents the culture of the Riba brand, in synergy with the Brazilian way of being.

CHALLENGE:
The challenge was to construct, for the label and light Riba, a synthetic image, striking and unusual, that permeated imagery-discursive concepts belonging to the universe of the brand. The discursive synthesis tried to potentiate the aesthetic perception of the label and generate a positive annoyance, inviting the consumer to know and taste the product. In addition, the inventive and aesthetic aspect of the label could not overlap with the informational and functional aspects of the label, evidencing the Riba brand.

ADDED DATE:
2018-04-08 05:10:12

TEAM MEMBERS (1) :
Ruis Vargas, Creative Director and Illustrator, and Thiago Siqueira, Art Assistant

IMAGE CREDITS:
Anna Fischer

Visit the following page to learn more: http://www.laika/com.br


CLIENT/STUDIO/BRAND DETAILS
NAME:
Laika

PROFILE:
Laika is a design studio in a small tree-lined village in São Paulo. Just like the space travel female dog that gave its name to the Laika office, it's a way of looking at the same object from a different point of view. Since 2001, Laika has been traveling through the most diverse design modalities, always beginning from a method that starts from semiology and discourse analysis, for brand building.



NOMINATION DETAILS

Riba Leve Beer Label by Ruis Vargas is a Nominee in Packaging Design Category.

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AWARD DETAILS

Riba Leve Beer Label by Ruis Vargas is Winner in Packaging Design Category, 2018 - 2019.



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COMMENTS
Giulia Esposito Comment #7441 on December 26, 2022, 4:53 am
I am absolutely thrilled to see that the creative and innovative packaging design of "Riba Leve" has been recognised and awarded the A' Design Award! The work displays a perfect combination of modern, minimalistic design paired with a classic and timeless touch. It is the perfect representation of how to create an eye-catching design that will stand the test of time. This award is a great achievement and is a testament to the skill and dedication of the designer, Ruis Vargas.
Adam Harris Comment #54458 on January 3, 2023, 7:25 pm
I am absolutely delighted to have come across such a fine example of packaging design. The work “Riba Leve” by the designer is simply stunning. The creative reinterpretation of the mermaid, an icon of the Riba brand, with wings, floating in the clouds is remarkable. The inventive and aesthetic aspects of the label, together with the informational and functional aspects, come together seamlessly to create a striking and unique image. The concept behind the label is inspiring and clearly conveys the idea of lightness. The designer has certainly achieved an impressive feat with this work and it is a highly deserving winner of the A’ Design Award.
Chloe Turner Comment #61851 on January 3, 2023, 10:58 pm
This work is truly captivating! The surrealistic and lyrical scene created by the designer is stunning, and the use of the mythical mermaid is so clever. It's amazing how the figure of the mermaid is used in different ways throughout the design, perfectly conveying the idea of the sea and sailors and their tattoos. It's clear that a lot of thought and creativity has gone into this design, making it an obvious choice for an award-winning work. Kudos to the designer for their outstanding work!
Mark Allen Comment #62593 on January 3, 2023, 11:19 pm
This award-winning packaging design is the perfect marriage of creativity and functionality. The concept of lightness is beautifully conveyed by the image of a mermaid with wings, floating in the clouds, while the color palette of magenta, green and graphite grey adds vibrancy. The use of flexography and the hachura technique of illustration also gives the label a natural, organic feel. This creative design is a testament to the power of art and design to create something truly unique and remarkable.
Elisabeth Clark Comment #63870 on January 3, 2023, 11:52 pm
I'm absolutely in awe of Ruis Vargas's award-winning work, "Riba Leve"! Their attention to detail and thoughtful research is truly inspiring. The beautiful image of the mermaid combined with the subtle play on words that conveys the concept of lightness is a true testament to their creative and artistic skill. The intricate details of their work allows the viewer to appreciate the thought and effort that has gone into producing this stunning piece of packaging design. Congratulations to Ruis Vargas for their achievement of winning the A' Design Award for such a wonderful and brilliant work!

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