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Rebranding of "Bezhitsky" Company and Packaging Design of Its Production

ФИО студента: Elizaveta Mashkova

Руководитель: Alexandra Kuznetsova

Кампус/факультет: Faculty of Communications, Media, and Design

Программа: Design (Bachelor)

Год защиты: 2017

The role of packaging rebranding is important in the formation of a new brand image or to maintain its relevance. Packaging and product are inseparable for the consumer. It determines the choice of the buyer (buy or not buy?), And also allows you to express the brand identity and bring it to the buyer on a subconscious and emotional level. Subject of visual research "Rebranding of packaging. Examples. Features. Regularities "is relevant, because the packaging is constantly changing, like the needs of society. The image of packaging is strongly influenced by the social context, fashion and trends of the times. For example, in the 50 years there were great cultural shifts. This is the first decade when packaging designers began to feel the influence of new consumption, modern media, national retailers and a thriving economy. The study analyzes changes in the packaging of several products of well-known companies - world leaders in the food market, such as Mars, Inc., Nestle S.A., Pepsico, Inc. This allows us to identify trends, features and patterns of packaging development, which helped to significantly improve the competitive position of the brand in the market. The purpose of visual research is to show how changes in color, shape, packaging texture and other visual brand identifiers affect the buyer, helping to better sell the product. In addition, the study can observe changes in parameters such as the presence or absence of images, their nature, the saturation of the package with details, the size of the elements (logo, advertising images), the number of inscriptions, etc.

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