The diploma thesis shows the process of brand development and the formation of the visual identity of the boutique winery. In the theoretical part, the importance of the brand, the role of emotional branding, and the brand’s personality in gaining regular customers are explained. We also described the psychology of branding that needs to be considered when designing a brand’s visual identity. The psychology of branding includes personality characteristics of customers, their motives of actions which are explained with Maslow’s hierarchy of needs and the psychology of colour perception. We described the importance of sign and symbol communication with an example of a logo with a substantial message value as a brand symbol. In practice, there are common misinterpretations and incorrect uses of terms a logo, a brand and a trademark, so we explained their meanings and clarified the differences. In the experimental part, we talked to the client about his requirements and the obtained information set the foundation of the brand: its vision, purpose, personality and values. We also talked to his customers. In these research interviews we learned about their wishes, needs, feelings and thoughts about the boutique winery. In the next phase, based on the results of the interviews, we designed the core elements of visual identity: the symbol, the fonts and the colours. We made the sitemap and wireframe model of a website to ensure an optimal user experience. In the end, we designed the complete visual identity for the client: logo, labels, hangers, secondary packaging of wine bottles, business card, letterhead, envelope, website and social network profiles (for Instagram and Facebook).
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