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O contributo do design gráfico no mercado dos licores artesanais – o caso de Casal Catarino
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Abstract(s)
A identidade visual constitui a essência tangível de uma marca, funciona como o elo que conecta a empresa ao coração dos seus consumidores. Através de elementos visuais, como logótipos, tipografia, cores e design de embalagens, uma marca pode comunicar os seus valores, missão e posicionamento ao público. A embalagem, em particular, desempenha um papel crucial ao funcionar como o primeiro ponto de contacto entre o consumidor e o produto, influenciando a perceção de qualidade e a decisão de compra. É na interseção entre a identidade visual e a embalagem que se constrói uma comunicação visual integrada, capaz de criar uma experiência envolvente e memorável para o público.
A produção artesanal de licores conta com uma longa tradição que combina métodos históricos de destilação com ingredientes locais e técnicas manuais que conferem aos produtos uma autenticidade valorizada pelos consumidores. A história dos licores revela uma evolução significativa, desde as práticas de produção mais antigas até ao seu papel contemporâneo em diversas culturas e mercados. Neste contexto, a marca Casal Catarino procura expandir a sua presença no mercado dos licores artesanais. A marca Casal Catarino surge do espírito empreendedor do seu fundador, que há seis anos emigrou para Moçambique com o objetivo de expandir o negócio de exportação de vinhos. O sucesso deste projeto, que incluiu a abertura de uma loja e de um restaurante, fomentou a criação de uma marca própria. Inicialmente focada na exportação de vinhos e azeites, a Casal Catarino entra agora numa nova fase com o lançamento de uma linha de licores artesanais, afirmando-se como um passo natural no seu percurso de crescimento e expansão.
Para o desenvolvimento deste projeto, foram realizados estudos teóricos e práticos, que incluíram a revisão de literatura sobre design gráfico, branding e a história dos licores, bem como uma análise do mercado de produtos artesanais. A metodologia combinou entrevistas com o proprietário da Casal Catarino, pesquisa de campo nos mercados-alvo e um estudo detalhado das tradições culturais de Espanha e Moçambique. O objetivo é criar uma identidade visual que respeite as raízes culturais da marca, mas que fosse igualmente funcional e atrativa, integrando elementos de ambas as culturas para reforçar a autenticidade e o apelo do produto.
Deste modo, a construção de uma identidade visual forte é crucial para a memória institucional da empresa, de forma que marca não só se destaque no mercado, mas também perdure no tempo, estabelecendo uma conexão emocional duradoura com os seus consumidores.
Através deste projeto pretende-se posicionar a marca Casal Catarino como uma marca que honra as suas raízes enquanto abraça novas oportunidades de crescimento e inovação.
Visual identity is the tangible essence of a brand, serving as the connection between the company and its consumers. Through visual elements such as logos, typography, colors, and packaging design, a brand effectively communicates its values, mission, and market positioning. Packaging plays a crucial role as the first point of contact between the consumer and the product, influencing perceptions of quality and purchase decisions. The intersection of visual identity and packaging creates an integrated visual communication, capable of delivering an engaging and memorable experience to the audience. The artisanal production of liqueurs boasts a long tradition that combines historical distillation methods with local ingredients and manual techniques, giving the products an authenticity valued by consumers. The history of liqueurs reveals significant evolution, from the earliest production practices to their contemporary role in various cultures and markets. In this context, the Casal Catarino brand seeks to expand its presence in the artisanal liqueur market. Casal Catarino was born from the entrepreneurial spirit of its founder, who emigrated to Mozambique six years ago with the goal of expanding the wine export business. The success of this project, which included the opening of a store and a restaurant, fostered the creation of an own brand. Initially focused on the export of wines and olive oils, Casal Catarino is now entering a new phase with the launch of a line of artisanal liqueurs, establishing itself as a natural step in its path of growth and expansion. For the development of this project, both theoretical and practical studies were conducted, including a review of literature on graphic design, branding, and the history of liqueurs, as well as an analysis of the artisanal products market. The methodology combined interviews with the owner of Casal Catarino, field research in target markets, and a detailed study of the cultural traditions of Spain and Mozambique. The goal was to create a visual identity that respects the cultural roots of the brand while being functional and attractive, integrating elements from both cultures to enhance the product's authenticity and appeal. Thus, building a strong visual identity is crucial for a company's institutional memory, ensuring that the brand not only stands out in the market but also endures over time, creating a lasting emotional connection with its consumers. This project aims to position Casal Catarino as a brand that honors its roots while embracing new opportunities for growth and innovation.
Visual identity is the tangible essence of a brand, serving as the connection between the company and its consumers. Through visual elements such as logos, typography, colors, and packaging design, a brand effectively communicates its values, mission, and market positioning. Packaging plays a crucial role as the first point of contact between the consumer and the product, influencing perceptions of quality and purchase decisions. The intersection of visual identity and packaging creates an integrated visual communication, capable of delivering an engaging and memorable experience to the audience. The artisanal production of liqueurs boasts a long tradition that combines historical distillation methods with local ingredients and manual techniques, giving the products an authenticity valued by consumers. The history of liqueurs reveals significant evolution, from the earliest production practices to their contemporary role in various cultures and markets. In this context, the Casal Catarino brand seeks to expand its presence in the artisanal liqueur market. Casal Catarino was born from the entrepreneurial spirit of its founder, who emigrated to Mozambique six years ago with the goal of expanding the wine export business. The success of this project, which included the opening of a store and a restaurant, fostered the creation of an own brand. Initially focused on the export of wines and olive oils, Casal Catarino is now entering a new phase with the launch of a line of artisanal liqueurs, establishing itself as a natural step in its path of growth and expansion. For the development of this project, both theoretical and practical studies were conducted, including a review of literature on graphic design, branding, and the history of liqueurs, as well as an analysis of the artisanal products market. The methodology combined interviews with the owner of Casal Catarino, field research in target markets, and a detailed study of the cultural traditions of Spain and Mozambique. The goal was to create a visual identity that respects the cultural roots of the brand while being functional and attractive, integrating elements from both cultures to enhance the product's authenticity and appeal. Thus, building a strong visual identity is crucial for a company's institutional memory, ensuring that the brand not only stands out in the market but also endures over time, creating a lasting emotional connection with its consumers. This project aims to position Casal Catarino as a brand that honors its roots while embracing new opportunities for growth and innovation.
Description
Trabalho de projeto
Keywords
Identidade visual Embalagem Rótulo Marca gráfica Licores Artesanal Visual identity Packaging Label Graphic brand Liqueurs Artisanal