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Publication
La Rose: proposta de rebranding da identidade visual de uma marca de conservas portuguesa
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Authors
Advisor(s)
Abstract(s)
Este projeto de investigação, realizado na área científica do
Design e Cultura Visual, tem como intuito desenvolver uma
proposta de rebranding da marca de conservas La Rose. A
motivação surge pelo interesse por parte da candidata pela
área do design gráfico e pela ligação emocional que mantém
com a cidade onde a marca foi fundada. A metodologia
aplicada consiste numa pesquisa exploratória qualitativa, que
engloba uma recolha e revisão bibliográfica e o estudo de
casos, com base no Modelo Representativo do Processo de
Análise e Conceção de Marcas.
O objetivo central deste projeto é revitalizar a marca La Rose,
que tem vindo a perder a sua visibilidade, mantendo a sua
herança histórica e cultural, mas atualizando a sua identidade
visual de modo a responder às necessidades da sociedade
contemporânea. A missão é comunicar de forma eficaz a
identidade da marca, apresentando-a ao público e
posicionando-a num novo mercado. Para isso, são aplicados
princípios fundamentais como a visão, significado,
autenticidade, diferenciação, sustentabilidade, coerência,
flexibilidade, compromisso e valor, reforçando que o foco
central é a criação de uma identidade memorável e adequada
ao mercado atual.
O projeto ambiciona, portanto, redefinir a imagem da marca
La Rose, tornando-a mais relevante, atraente e sustentável
para as gerações atuais e futuras, sem perder a sua ligação
com a cidade de Portimão e a sua história.
This research project, carried out in the scientific area of Design and Visual Culture, aims to develop a rebranding proposal for the La Rose canned food brand. It was motivated by the candidate's interest in graphic design and her emotional connection to the city where the brand was founded. The methodology applied consists of qualitative exploratory research, which includes a bibliographical collection and review and a case study, based on the Representative Model of the Process of Analysing and Designing Brands. The central aim of this project is to revitalise the La Rose brand, which has been losing its visibility, while maintaining its historical and cultural heritage and updating its visual identity to meet the needs of contemporary society. The mission is to effectively communicate the brand's identity, presenting it to the public and positioning it in a new market. To this end, fundamental principles such as vision, meaning, authenticity, differentiation, sustainability, coherence, flexibility, commitment and value are applied, emphasising that the central focus is on creating a memorable identity that is appropriate for today's market. The project therefore aims to redefine the image of the La Rose brand, making it more relevant, attractive and sustainable for current and future generations, without losing its connection to the city of Portimão and its history.
This research project, carried out in the scientific area of Design and Visual Culture, aims to develop a rebranding proposal for the La Rose canned food brand. It was motivated by the candidate's interest in graphic design and her emotional connection to the city where the brand was founded. The methodology applied consists of qualitative exploratory research, which includes a bibliographical collection and review and a case study, based on the Representative Model of the Process of Analysing and Designing Brands. The central aim of this project is to revitalise the La Rose brand, which has been losing its visibility, while maintaining its historical and cultural heritage and updating its visual identity to meet the needs of contemporary society. The mission is to effectively communicate the brand's identity, presenting it to the public and positioning it in a new market. To this end, fundamental principles such as vision, meaning, authenticity, differentiation, sustainability, coherence, flexibility, commitment and value are applied, emphasising that the central focus is on creating a memorable identity that is appropriate for today's market. The project therefore aims to redefine the image of the La Rose brand, making it more relevant, attractive and sustainable for current and future generations, without losing its connection to the city of Portimão and its history.
Description
Keywords
Design visual Identidade Rebranding Conservas portuguesas