Cuscuz: criação e promoção de uma marca de Design sustentável

• Autor(a) principal: Neves, Ana Cristina Mendes
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10451/43150
• topic: Papanek, Victor, 1927-1999; Gaisor, Zuzanna; Zakharov, Alexander; Meinderstema, Christian; Thisispaper Shop (Plataforma online); Thisispaper Studio Varsóvia (Polónia) 2011; Freitag; KessselsKramer (Amsterdão, Holanda); Cuscuz (marca de design); Branding; Ecodesign; Design social; Sustentabilidade; Reutilização; Manufacturas; Manifesto First Things First - 2000; Domínio/Área Científica::Humanidades::Artes

In this essay, through the analysis of sustainability related topics, I'll be studying and mentioning the best ways for brands to develop and establish themselves consciously in both national and international markets whilst facing not only environmental issues, but also issues regarding the needs of today's society and future generations. The theoretical research component of this essay goes hand in hand with the practical part. Throughout its development, a conceptual path is drawn leading to the projection and establishment of a brand. The identity, packaging, catalog and the product itself are the prime elements. In the theoretical component, a study of the sustainability concept and its aspects will take place. In a world threatened by pollution and extreme consumption, protecting life on Earth requires a radical change in society. The analysis of activist manifests like First Things First 2000 and the influence of projects by designers like Victor Papanek shows us the importance that design has conquered as a tool for social transformation. In the practical component, the creation, development and establishment of a sustainability brand named CUSCUZ takes place. Where the word "sustainability" is highlighted, not as a marketing strategy, but as priority in all of its development. The ecological aspect of the brand CUSCUZ, which is first in line in eco-design in Portugal, can be assured in their main product (sunglasses) and in every other product involved. The essay focuses on the creation of several graphic objects associated with the brand, from its identity to all the promotional materials, but above all with an emphasis given to a publication, with book-style that spells out the basic concepts of the CUSCUZ brand, and which also arises with the aim of having a product catalog functionality.