Rediseño de identidad visual para el emprendimiento Rolling Town de Guayaquil

Abstract

The following project is based on the redesign of the visual identity for the cinnamon roll business “Rolling Town” in Guayaquil, with the goal of strengthening its market position and generating an emotional connection with its consumers. The proposal arose from the need to establish a coherent and memorable brand that represents its youthful and friendly communication style, combining the enjoyment of making cinnamon rolls with the hobby of skating. For the development of the project, a mixed-methods approach was used, employing interviews with the owner of Rolling Town and other entrepreneurs in the cinnamon roll market, as well as surveys administered to the target audience. Using these tools, information was gathered on perceptions, visual preferences, and communication needs for the brand redesign. In addition, strategic and visual analysis tools were used to define the creative concept and create the logo, graphic design, packaging, and advertising materials. The results demonstrated the identification of a more coherent, attractive, and memorable graphic style for the brand, with the use of warm colors, legible typography, and illustrations that foster a connection with the consumer. In conclusion, the redesign of the visual identity strengthens the brand, allowing Rolling Town to gain recognition in the market and generate clearer and more engaging visual communication. Keywords: Visual identity, positioning, youth communication, brand