このプロジェクトは、日本の食品を輸入するチリの会社のブランド強化のために包括的なグラフィックシステムを開発することに焦点を当てました。会社は、現在のブランドがあまり認識されず、競合他社から際立っていないため、ブランドアイデンティティを強化し売上を向上させる必要がありました。
目標は、業界のリーダーとして会社を確立し、高品質な海産物へのコミットメントで知られるようにすることでした。これを達成するために、完全なリブランディングプロセスの一環として、すべてのグラフィック要素の標準化されたデザインが実施されました。
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Transforming the graphic style system for a marine custom company
This project focused on developing a comprehensive graphic system to enhance the branding of a Chilean company that imports Japanese food products. The company needed to strengthen its brand identity to boost sales, as the current brand was not easily recognizable and struggled to stand out from competitors. The goal was to establish the company as a leader in the industry, known for its commitment to high-quality marine products. To achieve this, a standardized design for all graphic elements was implemented as part of a complete rebranding process.
The company faced a major challenge: lacking a distinct brand identity that set it apart from competitors, making it just another option in the import sector. This lack of differentiation led to limited visibility and low brand awareness, resulting in the loss of many potential customers. To address this, it was essential to create a brand concept that accurately reflected the company’s focus on importing Japanese marine products, aligning with the target market and standing out in a crowded field.
Users struggle to find companies offering Japanese food products due to unclear branding, leading to frustration and missed opportunities. To address this, it’s crucial to create a clear and distinct brand identity that improves visibility and makes finding products easier.
The project aimed to develop a clear brand identity that would be integrated into a design and branding system, including a style guide and all necessary graphic elements for the company. This was intended to standardize and maintain brand consistency, making it easy for users to recognize the brand compared to competitors. This way, the brand would stand out in the market and increase sales by attracting more potential customers.
Key concepts for the brand were defined: product quality, customer satisfaction, and innovation. These elements were essential for standing out in the market and differentiating the company through its products and business model. With these principles in mind, the main brand icon was designed: a koi fish, a symbol of Japanese culture, combined with the Japanese flag’s sun but in green. This color was chosen to represent innovation, quality, and a customer-focused approach.
In the design phase, after defining the logo based on the key concepts, the design system and style guide for the company’s graphic elements were developed. The icon was created using the golden ratio to ensure harmony in its shapes and geometry. Helvetica was chosen for typography, with adjustments to letter spacing and serifs to enhance readability and versatility. This font will be used for most texts due to its clarity in various graphic contexts. Once the style guide was complete, the remaining graphic products for the brand were created.
The implementation of the new graphic elements greatly increased the brand's visibility in its networks and received positive feedback from customers who purchased its products. The brand became more recognizable and easier to find online. Additionally, the style guide allowed for the development of new graphic elements, ensuring visual consistency across all brand materials.