The lack of Filipino restaurants in Lisbon: creating and brand strategy and visual identity for BARKADA - a Filipino restaurant & bar in Lisbon

Abstract

Why is branding important? It is because people often choose a product based on the perceived value of what they think the product is worth rather than its actual value. In this case, visual identity has an important role in increasing awareness of an underrated cuisine, and in establishing and nurturing a sustainable relationship with customers. In this project, the designer taps into her ability to see and recognize the value of the brand then transforms that understanding into the visual identity of the brand. The end result of this project-based thesis is a visual identity consisting of a logo, colors, typography, packaging design, and the use of sensory branding for Barkada – a modern Filipino restaurant and bar that will be located in Lisbon, Portugal. The objective of the project is to apply theories on branding, visual identity, sensory branding, and design ranging from logo creation, color choices, typography, packaging design to form a complete visual identity for Barkada. Accomplishing these components would give the brand a visual identity to rise above its competitors in the targeted market. The visual identity also provides guidelines for creating promotional materials to ensure the brand consistency. The methodology used for this paper is collecting and analyzing secondary data from previously published studies while the literature review highlights the process of developing a new brand to the strategic brand positioning in the market. To increase its brand awareness, the stages and techniques have also been discussed so that the readers would understand the importance of visual branding. Ultimately, it aims to expose the Filipino cuisine as well as its culture in hopes to make it to the culinary mainstream.