Desarrollo estratégico de la identidad visual y línea de productos artesanales para la tienda de arte Atary Warmi Llankay.

Abstract

The aim of this research was to develop a visual identity strategy and a line of handicraft product for the art store "Atary Warmi Llankay", as a positioning strategy in Lago Agrio canton Therefore, we conducted an interview where we collected data for the development of the visua identity and the product line, which was analyzed through a report card. We obtained information for the study of the handicraft proposals and the validation of the brand by means of a survey During the observation process, information was collected for the development of the produc line, which was registered by means of observation cards. For the development of this project, w used Bruce Archier's systematic method, resulting the development of the visual identity where brand, a brand manual, graphic applications and applications in social networks were created Furthermore, we created a line of handicraft products such as: earrings, chains, key chains bracelets and ornaments, and finally, we developed a catalog of the new product line. It can be concluded that, the graphic system based on the graphic design concepts generates an easy identity to recognize, because it is directed to its specific audience, this allows a solid visual identity, in addition, the product line is commercial because it is designed according to the consumer' requirements. We recommend to use the proposed visual identity and its products in order to place the store in the market.