O design como alternativa para impulsionar o gerenciamento de marcas veganas no Brasil: caso We Hate Bacon, hamburgueria vegana

Abstract

This work aims to develop a Visual Identity whose case study is a vegan hamburger restaurant and thus discuss the methodological and strategic process behind the creation of a visual identity system. For the unfolding of this study, the methodology of Maria Luísa Peón (2001), Marc Stickdorn and Jakob Schneider (2014) and Sandra Ribeiro Cameira (2016) were used as a basis, resulting in the hybrid methodology that grounded the development of the graphic design project. Therefore, the process of elaborating the Visual Identity System was divided into four stages, which are: (1) Problematization; (2) Definition of requirements; (3) Visual Identity and (4) Brand components. The solution found in this research resulted in a visual identity that inspires, guides, and transmits its positioning in a light, updated, agile, objective, safe, fun, ironic, and confident way, contributing to the contemporary discussions that place graphic design as an important asset in the construction of successful brands. Besides the applications of the brand on various objects, the visual identity manual contains guidelines and technical specifications that serve to guide the correct use of the brand in this project.