Base Diseño e Innovación. 2021 volumen 6 n° 5: Design and global challenges

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Browsing Base Diseño e Innovación. 2021 volumen 6 n° 5: Design and global challenges by Subject "Branding"

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    Nueva imagen del MIM. Celebrando 20 años de curiosidad, exploración y ciencia / New image of MIM. Celebrating 20 years of curiosity, exploration and science
    (Universidad del Desarrollo. Facultad de Diseño, 2021) Felicidad Pública; Rivadeneira, Piedad; Cea, Christopher
    Opened in March 2000, MIM: Museo Interactivo Mirador(Mirador Interactive Museum), is a space that delivers an experience of wonder, curiosity and approach to the world of science. In 2020 it turned 20 years old. In that context,there was an evident need to redesign their brand image,to account for its current context and its projection into the future. Our mission was to redesign the MIM's brand image to reflect its attributes, personality, values and aspirations.As the key elements to start, we considered that it is a museum of science and knowledge in constant evolution,whose space is organized to offer a playful experience and is located in an expansive and open place for all audiences.
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    Patagonia, la nueva línea de cervezas de especialidad de Austral / Patagonia, Austral's new line of specialty beers
    (Universidad del Desarrollo. Facultad de Diseño, 2021) Liquid Latam; Montegú, Cristián
    The commercial challenge was to enter a subcategory unexplored by Austral until now, the southernmost breweryin the world founded in 1896 in Patagonia by The German José Fisher. While Austral was a well-positioned brand,we had to enter a specialty segment and do it with a new format (470cc can). To do this we took the current attributes of Austral, to transfer and enhance them in this new subcategory. Thus, “variety”, “origin”and “coolness”, migrated to “Unique intensities of flavor”,“life connected with nature” and “authenticity, experimental and mythical”, respectively, in order to position it in a highly competitive category and with well-characterized users.
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    Southring, calidad intransable desde la frontera sur del mundo / Southring, impassable quality from the southern frontier of the world
    (Universidad del Desarrollo. Facultad de Diseño, 2021) Procorp; Castillo, Gonzalo; Concha, Roberto
    Prior to the acquisition in 2020 of Australis Seafoods (aChilean company that produces and exports salmon and trout from southern Chilean Patagonia), by the Chinese computer company Lenovo, Australis entrusted Procorp with the development of a branding consultancy to update its strategic pillars. This was necessary in the context of the evolution that the organization and the global market had presented in recent years.The work plan considered: co-defining a strategic platform for the brand, a model of brand architecture toorder its offer to different markets and segments, and finally a review and subsequent reformulation of its visual identity program.

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