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Publication
Rebranding de marcas tradicionais portuguesas - O caso Olex
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| 182.99 KB | Adobe PDF | |||
| 175.26 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este Projeto de Investigação assenta no rebranding de
uma marca tradicional portuguesa. Foi selecionada a
marca Olex, que pertence à organização Couto, por ser
muito antiga e se encontrar em declínio nos dias de hoje.
A partir deste mote, pretende-se que o rebranding criado
consiga apresentar uma identidade visual rejuvenescida e
apelativa, que favoreça a marca e os consumidores.
Para a realização deste projeto, foi elaborada uma
Metodologia de Carácter Qualitativo e Exploratório, com
base na Revisão de Literatura e de Estudo de Casos.
Apoiado numa análise realizada através de uma
Triangulação de Dados, culmina num projeto prático,
exploratório e qualitativo que visa dar resposta, segundo
um caminho estratégico definido, à essência da temática
que é abordada neste Projeto de Investigação. Todo o
processo de rebranding segue o Modelo Linear para a
representação de um Sistema de Identidade Visual, de
Fernando Oliveira (2015).
Posto isto, este projeto tornar-se-á uma mais-valia para o
avanço do conhecimento na área do Design,
especificamente o Design de Comunicação, através das
questões que este projeto levanta. Estima-se que as
respostas servirão de apoio para as marcas que desejarem
ter um aspeto visual contemporâneo e dirigido ao seu
público-alvo.
This research project is based on the rebranding of a traditional Portuguese brand. The Olex brand, which belongs to the Couto organization, was selected because it is very old and in decline today. Based on this premise, the aim is for the rebranding created to be able to present a youthful and appealing visual identity that favors the brand and consumers. To accomplish this project, a Qualitative and Exploratory Methodology was developed, based on a Literature Review and Case Studies. Supported by an analysis carried out through data triangulation, it culminates in a practical, exploratory and qualitative project that aims to respond, according to a defined strategic path, to the essence of the theme addressed in this Research Project. The entire rebranding process follows the Linear Model for the Representation of a Visual Identity System, by Fernando Oliveira (2015). That said, this project will become an asset for the advancement of knowledge in the field of Design, specifically Communication Design, through the questions that this project raises. It is estimated that the answers will serve as support for brands that wish to have a contemporary visual appearance for their target audience.
This research project is based on the rebranding of a traditional Portuguese brand. The Olex brand, which belongs to the Couto organization, was selected because it is very old and in decline today. Based on this premise, the aim is for the rebranding created to be able to present a youthful and appealing visual identity that favors the brand and consumers. To accomplish this project, a Qualitative and Exploratory Methodology was developed, based on a Literature Review and Case Studies. Supported by an analysis carried out through data triangulation, it culminates in a practical, exploratory and qualitative project that aims to respond, according to a defined strategic path, to the essence of the theme addressed in this Research Project. The entire rebranding process follows the Linear Model for the Representation of a Visual Identity System, by Fernando Oliveira (2015). That said, this project will become an asset for the advancement of knowledge in the field of Design, specifically Communication Design, through the questions that this project raises. It is estimated that the answers will serve as support for brands that wish to have a contemporary visual appearance for their target audience.
Description
Keywords
Design visual Rebranding Património português Inovação Olex