Desarrollo de manual de marca para el restobar-karaoke “COME TESTE”

Abstract

This integrative project focuses on the development of a brand manual for the "COME TESTE" restobar-karaoke business, which is currently in its conceptualization phase. This business seeks to offer a fresh atmosphere compared to other typical restobars found in Quito. The premise of this restobar-karaoke business is to have a place where you can vent your insults and also enjoy an excellent menu of both food and cocktails with catchy, clever names with double meanings. The brand manual also aimed to strengthen the business for future use of the brand and lay a foundation for its growth. A qualitative and quantitative approach was employed, using tools such as in-depth customer surveys, target audience surveys, and a focus group to determine the quality of the brand, as well as the website, which was created based on the client's needs. The brand manual uses a graphic design based on the client's taste and with a meaning directed at and conceived by the target audience. The client represents the business in the future with bright, bold colors such as neon and a color (black) that contrasts these colors and maintains the seriousness and exclusivity of the karaoke-restaurant bar. The logotype was validated by both the client and the target audience, who approved and connected with the design for its implementation as a brand. The "COME TESTE" brand manual demonstrates that multimedia design has the ability to highlight the values and premise of the business so that it can emerge with a strong visual identity in the near future.