Dirección de arte & branding emocional aplicados a un emprendimiento gastronómico

Abstract

Through these pages, this project tries to find the new approach to branding, projected by the society of the twenty-first century. Faced with the challenge that brands face, they run the risk of getting lost in a universe in which; there are seas full of brands, and many of them lack essence. However, emotional branding resonates and aims to provide an answer to a theoretical-reflexive investigation, for the brand-building process under an artistic direction. That goes one-step before the visual part, and it is capable to construct the foundations by resorting to experiences-emotions-senses to create a brand, that not only reaches the mind and heart but also builds an emotional bond of trust with its audience. The brand-building process goes beyond a graphic identifier. What the art direction proposes is a four-week program: in the first two weeks it will focus, discover and define the entrepreneurship on which the foundations will be built; for the next two weeks after, building a brand with purpose, voice, personality, and well-defined values. Keywords: Emotional branding. Branding. Brand. Logo. Design. Visual identity. Emotions. Food entrepreneurs. The branding process. Humanize. Human brands. Emotional market. Lovermarks. Oxitobrands.