Diseño de marca para emprendimiento de pollos faenados en Quevedo

Abstract

In the city of Quevedo, there are businesses that sell whole slaughtered chickens, but many of these businesses sell chickens without a brand or identity that generates trust in the market. This project aims to generate an effective connection with consumers through the creation of a visual identity. For this reason, similar brands in the market were researched and conceptual elements for the brand identity were defined. For the development of this project, the Design Thinking methodology was used, which allowed us to empathize with consumer needs. A survey was conducted among more than 80 people who consume chicken to identify the characteristics of their purchase choices for slaughtered chicken and to create several brand design proposals. The final version of the logo was presented to a brand design expert, and the logo's acceptance level was validated through another survey. As a result of this project, 80% of respondents found the visual identity design attractive or very attractive. The elements that make up the composition facilitate brand recognition, creating personality and differentiation in the market. Keywords: Visual identity, logo, graphic line, brand image, identity manual.