Rebranding para la marca de café Atasim Coffee y un sistema gráfico de embalajes para la comercialización de sus productos

Abstract

Atasim Coffee is a company located in the city of Macas, province of Morona Santiago, specialized in the production of high-quality Arabica coffee, sustainably grown by indigenous Shuara and Achuar women. With a focus on respect for Mother Earth, its chemical-free crops stand out for their commitment to the community and the environment. Despite the exceptional quality of its coffee and its commitment to sustainability, Atasim Coffee faces the challenge of positioning itself in the local and national market because its current graphic identity is not in line with these needs. Therefore, this work seeks to carry out a proposal that has as its primary objective the rebranding of the graphic brand and a contemporary graphic system for the packaging of its products, strengthening its visual identity and improving its recognition among consumers. Ellen Lupton and Garricho's design methodologies guide this process in three stages: problem analysis, generation of ideas and development of final solutions, ensuring a strategic and creative approach in the redesign of the new graphic identity.