Estrategia de posicionamiento para la marca Moon Rise mediante diseño de sistema producto

Abstract

Moon Rise emerged in 2018 as a digital channel, establishing itself as a brand dedicated to the production and commercialization of semi-formal shirts with contemporary colors and styles. Initially, product deliveries were managed through informal channels. Currently, although the brand is recognized for its market trajectory, it lacks key elements that represent its visual identity. Advertising is carried out on platforms such as Instagram, TikTok, and its website; however, adequate strategies targeting its audience are not formulated. The data collection focused on gathering qualitative and quantitative insights from 349 consumers of clothing within the national context. This study provided an indepth analysis of individuals’ perceptions and experiences, as well as their interaction with eco-friendly packaging in the products they purchase. Non-participant observation exercises were also conducted with users in fashion stores in Guayaquil to document behavioral patterns and build knowledge based on their experiences. Expert interviews were carried out across various areas, significantly enhancing the functional focus of the packaging. The study aims to design a product system that incorporates eco-friendly packaging as distinguishing elements of the brand and to create branding strategies that improve Moon Rise's positioning through the development of its visual identity. As the expected outcomes of this research, paper bags and cylindrical packaging made from discarded materials were designed. These solutions benefit the brand by generating added value, which not only strengthens Moon Rise's visibility but also contributes to reducing its carbon footprint, ensuring sustainability over time. Keywords: Product System, Packaging, Branding, Positioning, User Experience.