Sistema gráfico para la promoción digital de los productos de Guambra Burger.

Abstract

The aim of this project was to determine the current status of Guambra Burger located in Riobamba city and to know the visual structure of its brand. The graphical system development took into account the results obtained through customer surveys, interviews and evaluation forms directed to the owners of Guambra Burger. The whole process of creating the graphical system is based on the Design Thinking methodology. To strengthen the brand, it was proposed a corporate identity manual where the necessary information of all the graphical identity is evidenced, in addition to their respective graphic compositions such as: business card, folding, packaging, greaseproof paper, napkins, notebook, triptych, outfit, sign among others. In addition, for the promotion of the products, it was proposed an advertising campaign called "KNOW THE TASTE OF YOUR GUAMBRA”, supported by the brandslogan "Juicy until the end", a campaign where all the characteristics of the manual were applied such as: its visual structure, typographic family and chromatic range in all graphic compositions, profile picture, cover photo, stories, art and designs for the social network Facebook. In conclusion, the content that covers the entire graphic system allows to have a solid visual structure for Guambra Burger and thanks to the final test of having made the new graphic image is accepted by people in 80% and the effectiveness of the advertising campaign resulted in 50%. We recommend to use all the visual characteristics of the brand in order to recognize it by its elements.