Packaging con rasgos turísticos de la ciudad de Ambato para la recuperación de la imagen del chocolate tradicional.

Abstract

This technical degree work proposes to design an attractive and functional packaging based on the tourist attractions of Ambato city in order to recover the image of its traditional chocolate. This packaging allows the product to be identified in the top selling points, due its quality and tradition. Beginning by collecting information through a bibliographic research of primary sources such as: books, articles, newspapers and essays, an interview with the producer of Ambato’s chocolate started and surveys were also applied to the citizens. In addition, data sheets were made to allow the analysis of the product elaboration and discover the characteristics of the local tourist places. Then with the selected information, the design stage begins, based on the Bruce Archer Methodology and developing three phases: analytical one, where the necessary data is collected and analyzed; creative one, where ideas are developed and selected to find a solution, and executive one, where packaging design, marketing strategies and proposals for other products packaging are presented. The design process of the graphic pieces is based on the features of the product, the tourist locations of Ambato and the style of the selling places. The materials used are folding cardboard and a white ‘stand up’ paper bag, which protects the chocolate from external factors, complying the necessary requirements such as containing it. For the commercialization of the product, there is a functional marketing strategy based on the product itself, price, distribution and communication.