Diseño de un packaging ilustrado para la línea de productos de la marca La Chagrita.

Abstract

The purpose of this research work was creating and suggesting a packaging design, illustrated and redesigned for the brand "La Chagrita" to promote trading products from agricultural areas located in Mariano Acosta rural parish, belonging to Pimampiro canton. This allows the company to identify and commercialize its fruit products under its own image. Through the Design Thinking methodology, the brand’s redesign and creation of packaging was implemented for the brand's product line “La Chagrita”. Through surveys and observation forms, it was possible to collect information about the brand’s graphics, positioning and identification, in order to define the elements that should or should not be included in its redesign. In the ideation stage, different ideas were generated applying strategies. They will be used in the prototyping of the designs, resulting in the creation of an umbrella brand and four product brands that will identify the different items to be marketed. In marketing, the packaging design for the product brands was proposed by using illustration as a technique, these primary-secondary containers will store and report about the marketed product. In conclusion, the creation of an entire graphic identity for the company will allow the identification and positioning of this brand and its line of products projected to customers. It is recommended using the umbrella brand in all its containers and packaging, in order to gradually provide the company and its products.