Desenvolvimento de identidade visual e sistema de embalagens para uma pequena empresa de doces originada na pandemia

Abstract

This work aims to demonstrate the importance of design as a strategic tool to transform projects and redefine the relationship between brand and consumer. Focusing on the creation of a visual identity for the small confectionery company Ducori, founded during the pandemic, the project seeks to consolidate and differentiate the brand in a saturated market, where visual communication becomes essential for consumer engagement and loyalty. To achieve this purpose, the Design Thinking methodology was employed – encompassing stages of definition, research, ideation, prototyping, selection, implementation, and learning – along with the branding concepts presented by Alina Wheeler. During the development process, various consumer touchpoints were analyzed, taking into account both physical and digital media, as well as visual elements such as colors, shapes, and icons that foster emotional connections. The research also included an evaluation of direct and indirect competitors, mapping successful strategies in the confectionery sector. As a result, a consistent graphic brand was created, along with media and packaging applications and a mini brand manual, collectively demonstrating design’s capacity to revitalize and solidify the presence of small businesses in the market.