Browsing by Author "Bresciani Alvarez, Melisa Isabella"

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Rediseño de imagen de marca para el emprendimiento de cosméticos naturales “Freya” en la ciudad de Cuenca
(Universidad de Cuenca, 2025-03-24) Bresciani Alvarez, Melisa Isabella; Carrión Andrade, Galo Bernardo
The project “Rebranding for the natural cosmetics venture Freya” aimed to reposition the brand in Cuenca's competitive market. The initiative addressed key challenges such as lack of differentiation, outdated design, and misperceptions of product quality, which hindered the brand's growth and customer loyalty. The project integrated research, ideation, evaluation, and development using a structured five-stage methodology. Initial interviews with Lourdes Álvarez, the brand's owner, uncovered Freya's core values, including connection to nature, sustainability, and artisanal quality. Competitor analyses identified opportunities for differentiation, while the "buyer persona" profiles developed helped focus design decisions on real consumer needs, prioritizing a clear and strategic approach. The ideation phase utilized creative tools like mood boards, sketches, and prototypes, exploring concepts that blended elegance, modernity, and authenticity. The selected designs were iteratively refined with client feedback, ensuring alignment with their expectations and the brand's core values. The outcomes included a renewed logo inspired by the Norse goddess Freya, featuring earthy colors and organic shapes that evoke authenticity and sustainability. Functional and attractive packaging was also developed using recyclable materials, reinforcing the brand's commitment to environmental responsibility. These proposals were consolidated into a brand manual that ensures visual and conceptual consistency across all future applications, from labels to digital strategies. This project addressed the brand's initial challenges and laid a strong foundation for Freya's sustainable growth.