Diseño de marca y packaging, aplicado a la cocada, dulce tradicional esmeraldeño, para promoción de su identidad, en un nuevo contexto de mercado

Abstract

The cocada, is one of the coconut candies, good known in the Ecuador. This typical candy, largely takes place, inside the green county of Esmeralds. The families that elaborate the cocada in this region, carry out a completely handmade work, the same one that has transformed into a tradition, of several generations, giving a special value to this sweet esmeraldeño. The proposal of this graduation project is based on the creation of a mark that represents this whole handmade and traditional work that bears the elaboration of the cocada; this mark is generated being based, in representative elements inside the production of the candy. Under similar concepts with regard to the creation of the mark, a packing was generated that besides being the ideal transport of the mark, allow to sell this traditional candy, inside new social markets, where previously the cocada has not been very popular and it has not gotten a lot of space, for several reasons, among them the initiative lack. It is necessary to stand out that with this proposal, descontextualizar is not sought to the cocada of the market niche, where at the present time it has been positioned. The project looks for just the opposite, that is to say to motivate buying in new consumption fields, with the purpose of giving to know the tradition and identity that this delicious coconut candy possesses