Diseño de identidad visual para la marca de Chocolates Arú

Abstract

The Ecuadorian premium chocolate market is experiencing continual growth, compelling brands to develop authentic narratives and strong value propositions to stand out. This project focuses on Chocolates Arú, a brand with a high-quality product whose communication is hindered by a lack of visual identity. The research seeks to enhance its brand recognition through the creation of a comprehensive visual identity. The primary objective is to establish a solid and distinctive visual identity, leveraging illustration as a key component to effectively communicate the brand's value proposition and strengthen its presence in the national market. To this end, a mixed-methodology approach centered on Design Thinking was employed, which included ethnographic and netnographic research to gain an in-depth understanding of consumer behavior. Through this process, the brand's key differentiators were defined, leading to the design of a visual identity that included a redesigned imagotype (brand mark), a new color palette, updated typography, and a series of organic illustrations. The result is an authentic, coherent visual identity aligned with the expectations of the modern consumer, enabling Chocolates Arú to differentiate itself within the Ecuadorian premium chocolate market. Beyond strengthening Arú's presence, this project also aims to contribute to the recognition of national brands that promote sustainability and artisanal quality in their products. Keywords: Branding, Illustration, Packaging design, Artisanal chocolate.