In the master’s thesis, Planning and designing of a corporate identity for the line of functional waters, a corporate identity for the line of functional waters and auxiliary marketing materials for product promotion of the line were planned and designed. The paper describes the main characteristics and basic elements of the corporate identity, which define the final appearance of the product and the main characteristics of the packaging and its function. The corporate identity was designed based on the results obtained by the MaxDiff method analysis, which gave us clear information about the preferences of individuals and thus helped to define the starting points for design and targeted the product design. The results of the analysis showed that people are increasingly aware of the importance of human health and well-being. In addition, it showed that they are aware of the negative ecological impacts created by man through the excessive production and use of packaging. People desire a tasty, natural product that is packaged in convenient and environmentally friendly packaging, which also allows them to re-use the packaging. In addition, they want clearly stated product information on the packaging. The results of the analysis and the results from the theoretical part helped us to define the starting points for the design of the final product and served as a guide for the successful design of a corporate identity that satisfies the desires and needs of potential customers, attracts their attention, and thus contributes to greater visibility of such products. We have designed a corporate image that clearly provides information about the product and its purpose through a visual image that includes the selection of a suitable color schemes, typefaces, and other graphic elements.
|
