Design digital e identidade de marca: redesign para uma confeitaria inclusiva

Abstract

The inclusive and vegan food market has grown significantly in recent years, driven by the demand for products that cater to different dietary restrictions and more conscious lifestyles. In this context, Sem Restrições, a bakery located in the interior of Rio de Janeiro, stands out by offering sweets and desserts tailored for people with allergies, intolerances, and dietary preferences, providing an experience of warmth and inclusion. This study aimed to develop a brand identity redesign for the bakery, focusing on the creation of a brand platform and structuring materials for identity management. To achieve this, the methodology proposed by Wheeler (2019) was adopted, divided into five stages: research, strategy, identity design, touchpoint creation, and asset management. As an initial step, a consumer survey was conducted to identify the target audience’s needs and analyze similar brands. The results of this analysis guided the visual identity reformulation, which included a new logo, color palette, and graphic elements, reinforcing the brand’s values of warmth and inclusion. Additionally, a landing page prototype was developed to centralize information about the bakery’s products and history, expanding its digital presence. The main outcome of this study was a Brand Manual, organizing visual and strategic guidelines to ensure the consistency of the company’s identity and establish Sem Restrições as a reference in the inclusive food market.