Rediseño de identidad de marca y packaging para el emprendimiento de minidonas Donace en la ciudad de Cuenca

Abstract

The main objective of this thesis project is to renew the visual identity of the Donace brand—a business specializing in mini donuts in Cuenca, Ecuador—by creating a new logo, a brand manual, and packaging designs. This update addresses the strategic need to strengthen its connection with customers, improve its market positioning, and communicate its values clearly and attractively. The project development followed a methodology based on the works of Ambrose & Harris and Ellen Lupton, complemented by qualitative techniques such as surveys, questionnaires, and competitor analysis. This approach facilitated the collection of key information regarding the target audience's expectations and the client’s needs. The project included the design of a logo that reflects the artisanal essence of Donace, an interactive brand manual with clear guidelines, and three packaging concepts tailored to different consumption needs. Additionally, corporate stationery elements such as business cards and letterheads were designed, and mockups were developed to evaluate the functionality and coherence of the designs. In conclusion, the project aims to position Donace as a solid and competitive brand, true to its essence and aligned with the demands of the current market.