Brand development of natural cosmetics line

Diplomsko delo se osredotoča na postavitev in izgradnjo novo nastale blagovne znamke za linijo kozmetičnih izdelkov iz naravnih sestavin. Gre za celovit pristop oblikovanja blagovne znamke, ki se začenja s strateškim razvojem in služi kot podlaga drugi fazi – oblikovanju vizualne podobe ali tako imenovane celostne grafične podobe. Teoretični del sprva podrobneje opisuje stopnje izdelave strategije blagovne znamke. Predstavlja parametre, ki jih moramo določiti, preden se lotimo grafičnega oblikovanja, in na kakšen način te tudi najlažje definiramo. Razloži, zakaj je pomembno, da se takih postopkov držimo, kako današnji uporabnik razmišlja in česa si podzavestno želi. Sledi del, v katerem so predstavljeni temeljni elementi celostne grafične podobe, na kakšen način se jih lotiti in katere ključne karakteristike pri tem upoštevati. Eksperimentalni del obsega konkretne tehnike in metode, uporabljene za analizo trga, konkurence, ciljne skupine in trendov, z namenom izdelave strategije blagovne znamke. V rezultatih in razpravi so predstavljene ugotovitve opravljenih raziskav in zaključki, na podlagi katerih sta izdelana strategija lastne blagovne znamke in njen vizualni identitetni sistem. Celostna grafična podoba je slikovno predstavljena, izbira njenih elementov pa je tudi utemeljena.This diploma thesis concentrates on a new brand designing and placement of natural cosmetics line made from natural ingredients. It represents a complete approach of creating a brand. It starts with a brand strategy which serves as the basis for the second phase - designing a corporate identity. The theoretical part represents the whole process of creating a brand strategy, explaining which parameters need to be determined before starting to design visual identity and in what way are they defined. It is explained why is important to use such procedures, how today\u27s users think and what they subconsciously want and search in a brand. This is followed by the part in which the basic elements of corporate identity system are presented, how to choose them and which characteristics to consider. The experimental part includes specific techniques and methods used for market research, competition, focus group and trend analysis for defining a brand strategy. The results present research findings and conclusions. Considering both of them, a brand strategy, which has been created, is introduced and at the same time the visual identity system is designed. The created designs are graphically presented and explained