Citas bibligráficas
Laos, J., (2021). Uso de elementos identitarios locales en la construcción gráfica de empaques para las marcas cerveceras regionales de Cusco [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/657058
Laos, J., Uso de elementos identitarios locales en la construcción gráfica de empaques para las marcas cerveceras regionales de Cusco [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/657058
@misc{renati/396768,
title = "Uso de elementos identitarios locales en la construcción gráfica de empaques para las marcas cerveceras regionales de Cusco",
author = "Laos Rios, Jimena",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
This research analyzes the role of the identity elements of Cusco in the graphic construction of packaging for regional beer brands. Therefore, it was hypothesized that these identity elements are used mainly to transmit the concepts and values belonging to the Cusco culture. They also help to consolidate the brand in the market, building customer loyalty and differentiating itself from its competitors. This research focused on the qualitative analysis by means of specific files to five brands of beers born in Cusco, delimiting them under a criterion of convenience, where it was sought that each one stands out due to the use of Cusco identity elements in different graphic styles. Likewise, the results of the file are complemented with different interviews with key experts. As a first result, there was a tendency to use Cusco identity elements to tell a story. In addition, it was highlighted that the use of illustration is a predominant and standardized style in this area. This may not generate the necessary differentiation to spark user interest in beer. In the same way, it was highlighted that the transformation of the structure or the label is a highlighting factor to differentiate itself from other beers. Finally, it was concluded that the role of these elements mainly lies in conceptualizing a part of the history of beer. In addition, it seeks to visually contextualize the user in a specific place, therefore, by using visual codes from a locality, a differentiation strategy is created.
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