Branding sob a ótica do design emocional

Abstract

This thesis presents bibliographic research about emotional design and branding, as well as the application of both topics into the development of a brand to a new company in the health food market. By following the GODP methodology, this study will present a theoretical basis with the goal of researching and analyzing the emotional attachment of users to certain brands. This thesis will compare different studies on the theme and, based on that, identify the relationship between branding and emotional design, understand the company's market, create the briefing for the brand's creation, analyze similar brands, perform a quantitative research to define the company's target audience and, finally, the creation of its personas. As a conclusion, this study will present the creation of the company's branding, including the brand's positioning, brand identity, organizational guidelines, its name, logo, visual identity, and the visual identity manual.