Rebranding del restaurante Costa Crab de la ciudad de Quito.

Abstract

The main objective of this project is to establish a Rebranding and Corporate Image for the "Costa Crab" Restaurant, located in Quito city, through communicational and semantic criteria for its dissemination in the market. This ‘Rebranding’ contains all the necessary information provided by the owner, who is looking for a new image and appearance for her restaurant’s brand, because the current one does not have a new relationship with its customers, in addition it is not good enough for an adaptability to physical and digital applications. To obtain the necessary information from this restaurant, data collection methods were used, rolling as pillars for the Rebranding elaboration and conceptualization, furthermore this process was carried out with the methodology of Design Thinking, which is focused on the user, in order to solve the needs detected through innovation, creativity and the breakdown of traditional linguistic methods. In conclusion, the brand language, its corporate identity, personality and its values are a fundamental pillar of the brand, because depending on that the brand can obtain a solid position in the market and remain in the customer’s mind for more time than the expected. It is always recommended to identify the key elements of a brand, because these components generate the visual language, which creates the corporate identity and this one builds a position in the market for the brand.