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Authors
Advisor(s)
Abstract(s)
Neste projeto desenvolveu-se um processo com vista à criação da identidade conceptual
e visual de uma marca que se inspira na cultura asiática e, principalmente, na cultura
japonesa. A escolha destas culturas surge no seguimento da popularidade que estas
ganharam nos últimos anos, um pouco por todo o mundo, contribuindo para que se
posicionem no mercado internacional de segmento médio. Para criar a identidade de
uma marca com estas características são, não só necessários conhecimentos sobre
branding, mas também sobre o crescimento da cultura asiática globalmente e o seu
posicionamento em termos de mercado. Neste sentido, o projeto começa por uma revisão
bibliográfica de conceitos e matérias relacionados com estes tópicos, que servem
posteriormente de suporte à componente prática. No momento seguinte, procede-se ao
estudo e análise, através de métodos qualitativos, de um conjunto de marcas
concorrentes. O trabalho encerra com o desenvolvimento projetual, ou seja, procede-se
à criação da marca propriamente dita, utilizando o modelo TXM (Think, Experience,
Manage), que culmina com a criação de uma coleção-cápsula, que ilustra o que seriam
os produtos da marca, que foi complementada com a confeção de dois coordenados
completos.
In this project, we undertake a process of development and the creation of the conceptual and visual identity of a brand that is inspired by Asian culture and, more precisely, the Japanese culture. The choice of these cultures arises from the popularity they have gained in recent years all over the world, contributing to positioning themselves in the international mid-market. To create the identity of a brand with these characteristics, it is necessary not only knowledge about branding, but also about the growth of Asian culture globally and its position in terms of the market. In this sense, the project begins with a bibliographic review of concepts and materials related to these topics, which later serve as support for the practical component. In the next moment, a set of competing brands is studied and analyzed, using qualitative methods. The work ends with the project development, that is, the brand itself is created, using the TXM model (Think, Experience, Manage), which culminates with the creation of a capsule collection, that illustrates what would be the brand’s products, which was complemented by making two complete looks.
In this project, we undertake a process of development and the creation of the conceptual and visual identity of a brand that is inspired by Asian culture and, more precisely, the Japanese culture. The choice of these cultures arises from the popularity they have gained in recent years all over the world, contributing to positioning themselves in the international mid-market. To create the identity of a brand with these characteristics, it is necessary not only knowledge about branding, but also about the growth of Asian culture globally and its position in terms of the market. In this sense, the project begins with a bibliographic review of concepts and materials related to these topics, which later serve as support for the practical component. In the next moment, a set of competing brands is studied and analyzed, using qualitative methods. The work ends with the project development, that is, the brand itself is created, using the TXM model (Think, Experience, Manage), which culminates with the creation of a capsule collection, that illustrates what would be the brand’s products, which was complemented by making two complete looks.
Description
Keywords
Branding Cultura Asiática Identidade Linguagem Visual Moda