Rebranding Packages of Kenyan Beverages Targeting the Urban Youth using Visuals from the Local Fashion culture
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Date
2018-08
Authors
Muneza, Derrick
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
This study aimed at using visuals derived from local fashion culture in rebranding
packages of Kenyan beverages that target the urban youth. These beverages are sold on
markets which comprise relatively homogeneous segments of consumers who have
distinct lifestyles. Studies on consumer lifestyles indicate that in order to enhance
consumer attraction and have a competitive edge, producers need to brand their product
packages with aspects of the country of origin. The culture of a society is an example
of one such aspect. A pilot study done to establish the use of cultural visuals on existing
packages of Kenyan beverages that target the urban youth showed that out of selected
sixteen (16) brands of beverages, only 6.25% had designs with cultural visuals on them.
This low rate of return indicated the need of applying cultural visuals in packages of
brands of beverages that target the urban youth. The local fashion culture of the urban
youth was selected as the type of culture for study. New design compositions were
created using visuals derived from the selected fashion culture. In addition, new fonts
and methods of using texture in design were developed. The new design compositions,
new fonts and texture were applied in new compositions that rebranded packages of
beverages targeting the urban youth. It is expected that the rebranded packages will
have distinctive features of the local fashion culture that will stand them apart from the
competitors in the market. This will enhance consumer attraction to the brands and give
them a competitive edge.
Description
A Project Report submitted in Partial Fulfilment of the requirements for the award of
the degree of Master of Arts (Fine Art) in the School of Creative and Performing Arts,
Film and Media Studies of Kenyatta University.
August 2018