Branding and Visual Identity. Case: Kikerigu

Abstract

This paper is about branding a company and creating a consistent brand image. The purpose of this thesis is to provide a course of actions and reference material on how to create a brand, visual identity, and products for a new sustainable clothing com- pany. Thus it can be described most accurately as a development project and is de- signed as a case study. The aim throughout this thesis is to reflect the company's values in its visual identity and products, to enhance the strength of the brand's consistency. The choice of ma- terial, and production and printing techniques is intended to support the company's values and strengthen the identity of the brand. Quantitative research about customers’ behaviour and ethics when purchasing cloth- ing was conducted. The purpose of quantitative research is to seek explanations and predictions that can be generalized. Realistic evaluation is used as a part of the design process which utilizes the comparison of data from qualitative materials produced as the outcome of extensive experiments with colours, types, shapes, graphic elements, materials, and prints. The study revealed the factors that needed to be considered for the design process. The concept laid emphasis on the brand's collateral, identity guidelines, and samples of clothing. Further development of the brand will focus on the products, a clothing line and print designs.