Branding e narrativa visual na construção de uma marca de suplementos voltada ao bem estar

Abstract

This study aims to develop a branding project for a dietary supplement brand focused on well-being and quality of life, seeking to distance itself from traditional approaches in the sector, which are often associated with high performance and extreme performance narratives. The research is based on an analysis of the supplement market and contemporary consumer behavior, identifying opportunities for the development of brands that connect with a more realistic and accessible routine of body care. The Double Diamond model was adopted as the methodological framework, structuring the process into four stages: discover, define, develop and deliver. In the discovery phase, bibliographic research, market analysis, brand benchmarking and the collection of user perceptions were conducted. The definition phase established the brand strategy, including target audience, positioning and brand platform. In the development phase, the naming, visual identity, graphic system and packaging design for different product categories were created. Finally, in the delivery phase, brand applications, packaging prototypes and a summarized brand identity guide were presented. As a result, the project proposes a brand positioned within the territory of urban well-being, understanding body care as a continuous and imperfect process, offering a visual and conceptual alternative to traditional narratives in the supplement market.