Vizualna identiteta blagovne znamke linije vin za začetnike

Orel Pogačar, Lara (author), Žvokelj, Robert (mentor)

Cilj naloge je oblikovanje vizualne identitete linije vin za začetnike, ki bo izboljšala uporabniško izkušnjo ter spodbujala spoznavanje vin in vinske kulture. Poznavanje ciljne publike na eni in vinske kulture na drugi strani je bilo ključno pri načrtovanju vizualne identitete. Nastala linija vin je umeščena v obstoječo korporativno znamko Vina Koper. Teoretični del diplomske naloge obsega raziskavo pomena identitete, znamke, embalaže ter ciljne skupine in vinske kulture. Sledi analiza vizualne identitete podjetja Vina Koper, in sicer na podlagi njihovega priročnika in produktov, ter opredelitev ciljne skupine. Temu je nato prilagojena izbira vin in informacij, podanih na embalaži. Na osnovi izhodišč, definiranih v teoretičnem delu, so v praktičnem delu naloge izpostavljeni vsi gradniki vizualne identitete vinske linije (ilustracija, piktogrami, barvna shema, tipografija, ...), ki jo sestavlja paleta devetih sort.

• Language: Slovenian
• Keywords: vizualne komunikacije, grafično oblikovanje, vizualna identiteta, znamka, ciljna skupina, vinska kultura, embalaža, diplomska naloga
• Work type: Bachelor thesis/paper
• Organization: ALUO - Academy of Fine Arts and Design
• Year: 2019
• PID: 20.500.12556/RUL-108667
• Publication date in RUL: 11.07.2019

Secondary language

• Language: English
• Title: Visual identity of a brand of wine collection for beginners

Abstract

The aim of this BA thesis is to design a visual identity of a brand of wine collection for beginners, which will improve the user experience and encourage wine discovery and wine culture. The key element of the process is knowledge about target audience combined with wine culture. This particular brand of wine is also a part of the existing corporate brand Vina Koper. Theoretical part gathers the meanings of identity, brand, packaging, target audience, and wine culture. Vina Koper's existing manual and their current products were the subject for conducting an analysis of their visual identity. Additionally, characterization of the target audience was made. Based on these conclusions, a selection of wine was made and information for the packaging was choosen. Based on the conclusions defined in the theoretical part, the practical part presents all of the elements of visual identity of a brand of wine collection (illustration, pictograms, colour scheme, typography, ...) which is composed of nine kinds of wine.

• Keywords: visual communications, graphic design, visual identity, brand, target audience, wine culture, packaging, BA thesis