Construção de marca e materiais de divulgação para CSA Uberlândia

Abstract

The Community Supported Agriculture (CSA) is an alternative system of agricultural production based on sustainable agrarian development, as well as the direct flow of organic products to the consumer, creating a direct relationship between producers and consumers. Despite being a promising production system, CSA faces several challenges, both in relation to unfair competition with large-scale intensive agriculture, and in relation to society's lack of knowledge about the production system and ways of associating to this system. Given this scenario, the present word aimed to generate a Visual Identity and promotional materials for CSA Uberlândia, inaugurated in 2017, in order to formalize it as a personality in the market. To this end, the work was divided into two stages, the first being theoretical, based on studies and methodologies of the themes (intensive agricultural, alternative agricultural, organic agriculture, familiar agriculture, development of visual identity, green branding, green consumer, marketing, and publicity), provided the basis for the generation of the second stage, related to development of graphic materials. From the visits made to the CSA Uberlândia unit and the briefing, it was possible to obtain the necessary reflections and information to develop naming, visual identity, and promotional materials, such as: t-shirts, brooches, eco bags and whatsapp campaigns.