Rediseño de marca y packaging de un producto artesanal

Abstract

The degree project focuses on transforming the visual identity and packaging of a handcrafted product through the methodological approach of Ambrose and Harris. From the conceptual origin to the practical realization of the design, specific tools were used to drive the progress of the project, and achieve the objectives set. It was segmented into five essential stages, definition, research, ideation, prototyping and implementation, each supported by a set of tools adapted to follow the progress of the project. Each phase is based on strategic decision making and active challenge solving. The initial phase, focused on the precise definition of the problem, relied on the acquisition of brand information to kick-start the project. Surveys were conducted to understand the target audience and their level of familiarity with the product, accompanied by brainstorming sessions, moodboard creation, ideation, etc. The subsequent stages of prototyping, selection and implementation represented the culmination of the process, thus obtaining the results of the redesign of the brand and its packaging, where two packaging proposals were obtained for each fruit, and a solid brand that adequately represented the product, at the same time this process allowed correcting minor details and errors that arose along the way.