Chocolate com pitada de design: a gestão de marca aliada a gestão de design

Abstract

This work consists of the final year research project that has a goal to document the development process of rebranding for the company Chocolates Franz, located in São Bento do Sul/SC, along with the development of a commemorative package for the 20 year anniversary of the company, offering in this way a new repositioning for the company. Chocolate Franz has as main focus the local production of chocolate, handmade, aiming always the tradition and history. For the development of this project it was used the methodology according to Mozota that splits the research in six points: investigation, research, exploration, development, realization and assessment. The investigation was made according to the research made to try to understand how the company relates with the city of São Bento do Sul, developing researches about the furniture industry, sustainable design, social environmental design and studies about the use of waste from furniture industry. Following, it was created a briefing for the brand, to understand better the many points relating the company and to create a survey of all the data. Through this data, it was developed an project for the rebranding using the ideas of Design Management according Kathryn Best and Brand Management according to Alina Wheeler. It was developed sketches, different options of studies, study of colour, typography and shapes. After completing the new branding for the company, it started the second step: the development of a package. The package was created based on the 20-year anniversary of Chocolates Franz. For the date, through the studies made previously, it was chosen to use the waste from the furniture industry for the creation of a packaging that would express, not only the history of the company, but also the history of the city, creating a connection between both of them. The document then, presents all the development of the project, as the results achieved after all the data survey referring the company, being able to develop a project with a good theoretical basis.