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Publication
O caso brandymel: proposta de rebranding da identidade visual
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| 3.6 MB | Adobe PDF | |||
| 4.2 MB | Adobe PDF |
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Abstract(s)
ESta investigação teve como principal objetivo uma melhor compreensão do fenómeno branding e como este atua no processo de recuperação e de criação de identidades. Deste modo, iniciou-se o estudo e análise, focado nas identidades visuais de marcas portuguesas de licores mais antigas, que ao longo do tempo, perderam a sua visibilidade. Ao serem identificados casos em que é possível implementar melhorias nas suas linguagens, surgiu a oportunidade de desenvolver um projeto exploratório prático, de produção de uma linguagem visual, em torno da marca do licor Dom Cristina. Procura-se responder à questão de investigação 'Qual o processo de branding para a revitalização de uma marca de licor?'. Como tal, foi necessário recorrer a diferentes metodologias, para alcançar o sucesso da investigação. Desde análises bibliográficas que fundamentam os conceitos sobre a marca, identidade visual e branding, assim como, estudos de casos no segmento de bebidas alcoólicas, especificamente licores portugueses, com o intuito de aprender mais sobre a componente pragmática e estabelecer paralelismos com a componente teórica, solidificando este projeto de investigação nas duas vertentes que o completam.
The main objective of this research was a better understanding of the branding phenomenon and how it acts in the process of recovery and identity creation. Thus began the study and analysis, focused on the visual identities of portuguese brands of old liqueurs, which over time lost their visibility. By identifying cases where it is possible to implement improvements in their languages, the opportunity arose to develop a practical exploratory project to produce a visual language around Dom Cristina liquor brand. It seeks to answer the research question 'What is the branding process for the revitalization of a liquor brand?'. As such, it was necessary to resort to different methodologies to achieve successful research. From bibliographic analyzes that underlie the concepts of brand, visual identity and branding, as well as case studies in the segment of alcoholic beverages, specifically portuguese liqueurs, in order to learn more about the pragmatic component and to establish parallels with the theoretical component, solidifying this research project in the two strands that complement it.
The main objective of this research was a better understanding of the branding phenomenon and how it acts in the process of recovery and identity creation. Thus began the study and analysis, focused on the visual identities of portuguese brands of old liqueurs, which over time lost their visibility. By identifying cases where it is possible to implement improvements in their languages, the opportunity arose to develop a practical exploratory project to produce a visual language around Dom Cristina liquor brand. It seeks to answer the research question 'What is the branding process for the revitalization of a liquor brand?'. As such, it was necessary to resort to different methodologies to achieve successful research. From bibliographic analyzes that underlie the concepts of brand, visual identity and branding, as well as case studies in the segment of alcoholic beverages, specifically portuguese liqueurs, in order to learn more about the pragmatic component and to establish parallels with the theoretical component, solidifying this research project in the two strands that complement it.
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Keywords
Design visual Marca Branding Licores portugueses Projeto de mestrado