Design for market entry: Designing visual identity, packaging and promotional materials for a new compan
Graphic Design
Thesis Design for Market Entry: Designing Visual Identity, Packaging, and Promotional Material for a New Company deals with the process of designing a comprehensive graphic image for a new brand upon its entry into the market. The aim is to combine theoretical principles with design practice, focusing on the development of visual identity, packaging, and promotional materials for a company that is introducing matcha products with added medicinal mushrooms to the market.
The research part focuses on the importance of visual identity in brand building. Key elements such as the logo, typography, and color palette are analyzed, along with their impact on brand recognition and differentiation.
This is followed by an overview of the dietary supplement market with an emphasis on medicinal mushroom products and an analysis of Slovenian brands in this field. Special emphasis is placed on packaging – its user experience, sustainable approaches, legislation, and the most commonly used materials. Current design trends in matcha product packaging and the influence of brand architecture on packaging design are also discussed.
The practical part shows the development of a specific project, which begins with the definition of the target group and the preparation of a project summary. Based on research and a survey of potential users, initial guidelines for the development of the logo, typography, and color palette were formulated. The survey results revealed consumer preferences that significantly influenced the final design decisions, particularly in the packaging design.
This is based on a balance between aesthetic appeal, functionality, and sustainability. In addition to the packaging, promotional materials such as business cards, coupon cards, stickers, and shopping bags were also developed, which together form a comprehensive brand communication.
The final result of the project is a comprehensive visual identity for the new brand, which includes a recognizable graphic image, modern and sustainably designed packaging, and supporting promotional materials. The brand is designed to appeal to the target group, meet market requirements, follow legislative guidelines, and implement sustainable principles.
The assignment thus combines a theoretical review and practical design into a comprehensive solution that shows the development of a brand from idea to implementation.
You can check the student’s product in the video below:
