Creating a visual identity for the BearUP brand for sports supplements

Abstract

Ovaj završni rad prikazuje razvoj brenda BearUP, koji se bavi proizvodnjom i distribucijom proteinskih proizvoda namijenjenih sportašima, rekreativcima te svima koji vode brigu o zdravoj prehrani. Cilj ovog rada je prikazati kompletan proces izgradnje brenda, počevši od inicijalne ideje, zatim oblikovanja identiteta brenda, određivanje ciljanog tržišta pa sve do kreiranja vizualnog identiteta, pozicioniranja proizvoda te definiranja marketinškog plana. Pri osmišljavanju vizualnog identiteta najprije su definirani ključni vizualni elementi, poput logotipa, tipografije i boja. Nakon čega su dizajnirani ostali elementi brenda. Rad se sastoji od istraživanja dodataka prehrani, s naglaskom na proteinske proizvode, analize konkurenata (poput brendova MyProtein, GymBeam i drugih) te prepoznavanje ciljne korisničke skupine. Korištenjem SWOT analize utvrđene su pozitivne strane, slabosti, mogućnosti i opasnosti brenda BearUP, što je poslužilo kao osnovica za razvoj poslovnog i marketinškog plana. Zaključno, ovaj rad pruža uvid u razvoj novog brenda unutar konkurentnog tržišnog segmenta, s namjerom da se stvori prepoznatljiva i pouzdana marka koja se temelji na kvaliteti, otvorenosti te poznavanju zahtjeva krajnjih korisnika.This thesis shows the development of the BearUP brand, which specializes in the production and distribution of protein-based products intended for athletes, recreational users and individuals who prioritize a healthy lifestyle. The aim of the paper is to outline the entire brand building process, starting from the initial concept and brand identity development, through the definition of the target market, to the creation of visual identity, product positioning, and the formulation of a marketing plan. The visual identity development began with the selection of key visual elements, like logo, typography and color palette. Followed by the design of other brand components. The paper includes research on the nutritional supplements market, with a focus on protein products, an analysis of competitors (such as MyProtein, Gym Beam, and others), and the identification of the target consumer group. A SWOT analysis was conducted to identify the strenghts, weaknesses, opportunities, and threats of the BearUP brand, serving as the foundation for the development of business, and marketing strategy. In conclusion, this thesis provides an overview of the development process of a new brand within a competitive market segment, aiming to create a recognizable and trustworthy brand based on quality, transparency, and an understanding of customer needs