CREATING VISUAL IDENTITY: K-CITYMARKET JÄRVENPÄÄ’S NEW FOOD BRAND
Nguyen, Uyen (2016)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120919750
https://urn.fi/URN:NBN:fi:amk-2016120919750
Tiivistelmä
This research aims to study brand identity and food packaging. The objective of this study is to create a solid visual identity and packaging design for a new food brand of K-citymarket, Järven-pää, Finland. This research is a part of a project assigned during my internship at Pentagon Design.
To achieve the research objectives, I studied previous literature and research on the definitions of brand and why it is important to build a brand image. Furthermore, I conducted research on psychology-based brand building, a design approach that suits best for this project according to the client’s needs.
In this research, besides the theories of building a brand based on psychology that have been applied during the design process, it is also important to understand the actual working process by Discover – Define – Design- Deliver from Pentagon Design and how to apply it during the entire project. The outcome of the work is an authentic yet flexible brand identity fundamental, which will, in the future, have an umbrella effect that links all kinds of food together with an iden-tical heart-shaped logo.
To achieve the research objectives, I studied previous literature and research on the definitions of brand and why it is important to build a brand image. Furthermore, I conducted research on psychology-based brand building, a design approach that suits best for this project according to the client’s needs.
In this research, besides the theories of building a brand based on psychology that have been applied during the design process, it is also important to understand the actual working process by Discover – Define – Design- Deliver from Pentagon Design and how to apply it during the entire project. The outcome of the work is an authentic yet flexible brand identity fundamental, which will, in the future, have an umbrella effect that links all kinds of food together with an iden-tical heart-shaped logo.