Umano: A Break from Tradition

A Unique Brand Identity Inspired by Cultural Anthropophagy

Sao Paulo, known for its serious and unwelcoming reputation, is also a city rich in cultural humor and artistic invention. Inspired by the literary concept of cultural anthropophagy, the Umano brand embraces the idea of devouring foreign cultures without prejudice. Creative Director Ruis Vargas and designer Agnes Svilenov from Laika Design embarked on a project to create a brand identity that would challenge the seriousness of traditional hotels and infuse the Umano bar with a sense of playfulness and artistic expression.

The Umano brand identity project encompasses various elements, including business cards, menus, bags, surface designs, architecture interactions, and posters. The posters, printed on 75g offset paper, adorn the walls and sidings of the Umano bar, showcasing reinterpretations of iconic city sights such as the geometric designs of the sidewalks and the renowned Copan building. The visual narratives featured in the bar invite guests to experience a deconstruction of the city's seriousness and coldness.

Laika Design's approach to the Umano brand was rooted in the synergy between linguistic and pictorial skills. By constructing meaning and designing small graphic narratives, they created a visual identity that allows for diverse storytelling, meeting the communication needs of the Umano brand's culture.

The Umano bar not only provides quality services to guests of the Ibis hotel in Sao Paulo's Ibirapuera neighborhood but also contributes to the local community by offering an authentic Sao Paulo-style entertainment option. Traditionally, guests would seek entertainment in more central neighborhoods, leading to urban mobility issues. Umano aims to generate a more vibrant nightlife in its neighborhood, attracting both hotel guests and locals alike.

The Umano brand identity project, led by Ruis Vargas and Agnes Svilenov, was completed between January and July 2020 in Sao Paulo, Brazil. Laika Design's creative and technical expertise overcame the challenge of creating an entertainment and service option that authentically represents Sao Paulo and generates a more intense nightlife in the neighborhood.

The Umano brand's unique approach to hospitality has been recognized with the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2021. This prestigious award celebrates designs that are well-designed, practical, and innovative, meeting professional and industrial requirements while contributing to a better world.

Experience the vibrant and humorous spirit of Umano, where art, design, and culture converge to create an unforgettable Sao Paulo experience.