Papelaria Mi Frufru: aplicação de estratégias de branding para criação de marca de papelaria virtual

Abstract

The present work consists in the elaboration of an experimental project with the objective of creating a creative stationery brand, based on personal motivations and presented in a delicate and affectionate aesthetic. As a theoretical basis, the methodology of Martins (2006) was used on how to think about the creation of a brand from the beginning. Starting with the brand positioning, then the naming and, finally, the graphic identity. To assist in the Martins method, the theories of Kapferer (1998), Rowles (2019), Lindstrom (2017) and Madeira (1999) were used in the part of brand positioning and naming. To assist in the graphic design of the project, the theories of Vàsquez (2007) and Strunck (2007) were used. In this way, it was possible to create a brand building project in a methodical and structured way, according to branding and advertising strategies.