Development of brand identity and visual identity for a craft beer

Abstract

After analyzing the needs of a craft beer brand, the solution to the problem is to develop its brand and visual identity, thereby differentiating it from its competitors. The project focuses on creating a concept that encompasses everything from the brand's guiding principles to the design of its labels, which differentiate flavors. To do this, Bruno Munari's methodology is used, which emphasizes the importance of following logical steps to obtain optimal results with minimal effort. Starting the creative process involves analyzing the target market and the competition to understand how it can stand out. Once the information is gathered, the concept and personality of the brand are defined. Beyond visual aspects such as typography, color palette, and brand name, it is essential to build a story around the brand that is authentic and relevant to the target market. When applied correctly, this will establish an emotional connection with the consumer and, in turn, build market loyalty. The realization of this project extends beyond the visual choices that represent the brand and convey its message. Understanding the market requires clear project goals, as well as creativity to overcome limitations and create a story that is emotionally appealing to the consumer. As can be seen, it is a complex yet necessary process for a brand's success in an increasingly competitive market.