Marca e embalagem para um produtor artesanal de molhos, conservas e geleias

Abstract

This paper is aimed to develop a project of brand identity and packaging for an artisan producer who wishes to become a part of the market of south central Curitiba. A bibliographical study of specialized authors of the areas of branding, brand architecture and cooking, as well as a exploratory research for market characteristics and players was made. It was also conducted a study to understand consumption habits and the social imaginary of the defined target audience. The research tool used was benchmarking, as well as the qualitative public interview. Through the analysis, the obtained data made possible the guidance of the creation process of the brand identity and its packaging project.