Design como estratégia do branding para construção de identidade e imagem: a marca crua

Abstract

The present study aims to understand how design can act as a branding/brand management tool to promote a certain expression of brand identity to a company in the follow up of hair cosmetics. The specific niche of the product, aimed at methods of hygiene with less harmful ingredients, makes it necessary not only a market positioning, but a discourse of purpose that works with the loyalty of the consumer efficiently, from characteristics of the essence of the brand, inspiring it to consume, identify and reproduce the same content proposed by the company. Contextualizing the project worked in previous disciplines of the Design course, the author aims to propose a brand of capillary cosmetics free of harmful ingredients, using the design as a tool of methodology, theoretical approach, expression and communication. The proposed theme comes from the discussion about curly hair and its specificities of care, and the concern about how complicated it is to understand, organize and re-use so much information disorganized in social networks, the main means of exchanging information about the subject.