Diseño de un sistema gráfico para la comercialización de productos lácteos de la empresa Monte Verde

Abstract

This project seeks to design a comprehensive graphic system to improve the marketing of Monte Verde's dairy products, located in the Pillaro canton. The main focus is the redesign of the packaging, combining visual appeal, functionality, sustainability, and craftsmanship, resulting in a coherent brand identity. The research was based on qualitative and quantitative data collection techniques, including consumer surveys, interviews with graphic design professionals, and competitive benchmarking with leading brands in the local and international dairy sector. These inputs allowed the identification of key communication gaps, as well as visual opportunities that strengthen Monte Verde's strategic positioning as an authentic, natural, and environmentally committed brand. As a result of the study, a comprehensive graphic system will be developed structured into several essential components, a basic visual identity composed of a logo, color palette, and corporate typography, all aligned with the brand's representative values. The iconography will be inspired by local landscapes and cultural symbols, which seeks to generate an emotional connection with the Ecuadorian consumer. The expected results of this visual intervention include a significant increase in consumer perceptions of the product's quality and freshness. It also seeks to reinforce a sustainable and artisanally relevant brand image, projecting corporate values. This redesign will not only benefit Monte Verde in terms of visibility and spontaneous recognition, but will also serve as a methodological benchmark for graphic design applied to the dairy sector in Ecuador.