Diseño de la Identidad Corporativa y prototipo de producto de una empresa dedicada a la alimentación mediante proteína de insectos

Abstract

[ES] La mayoría de nosotros somos conscientes del problema medioambiental que existe en nuestro planeta. El calentamiento global, el agotamiento de recursos naturales, la extinción de especies, todo ello provocado principalmente por la acción del ser humano. En este Trabajo Fin de Grado, se abordará el problema de abastecimiento que sucede por el excesivo consumo de carne animal. Se diseñará la identidad corporativa de una compañía cficticia cuyo objetivo es introducir los insectos como alternativa proteica en la sociedad, así como un formato de producto de acuerdo con la idiosincrasia del mercado al que vamos a acceder. En otras palabras, ¿cómo sería la identidad corporativa de una empresa que quisiera vender productos alimenticios que incorporaran insectos como ingrediente principal? El reto de diseño sucede por el hecho de que la sociedad occidental parece no estar preparada mentalmente para consumir este tipo de alimento en bruto; por tanto, es necesario diseñar un formato de producto que rompiera fácilmente las barreras mentales, y una marca que proporcionara la confianza y el incentivo para que en primer lugar el consumidor se planteara comprarlo y probarlo.

[EN] Most of us are aware of the environmental problem on our planet. Global warming, the depletion of natural resources, the extinction of species, all caused mainly by human action. In this Final Degree Project, we will tackle the supply problem caused by the excessive consumption of animal meat. We will design the corporate identity of a company whose objective is to introduce insects as a protein alternative in society, as well as a product format in accordance with the idiosyncrasies of the market we are going to access. In other words, what would the corporate identity of a company that wanted to sell food products incorporating insects as a main ingredient look like? The design challenge arises from the fact that Western society seems to be mentally unprepared to consume this type of raw food; therefore, it is necessary to design a product format that would easily break down mental barriers, and a brand that would provide the confidence and incentive for the consumer to consider buying and trying it in the first place. Studies show that insects as a protein alternative is a fairly optimal solution to the supply problem described above. In fact, there are already companies selling such products, such as Trillions (Valencia) or Human Improvement (Los Angeles). Increasingly, there are more and more news reports exposing the profitability of insect farms. Moreover, in recent years there has been an upward trend in the stock market in this sector. Now is the time to offer this food option, and to strategically design the best way to do so. The project will be developed following the guidelines of the Design Thinking methodology. So we will start with the initial challenge, where the initial question to be answered will be set out. Subsequently, the research will be carried out together with the empathy phase, in which interviews will be carried out to better understand who the buyer persona is. After collecting the information and completing the first convergence phase, the first divergence with the definition takes place. In this phase, the aim is to organise all the information gathered in the Research and Empathy phase in order to analyse and prepare it for the next phase, which is the redefinition of the challenge. In this phase it usually happens that the final challenge differs from the one initially proposed. When the challenge has been redefined, the next step is ideation, where the challenge is answered through brainstorming or other techniques. At this point, it is possible to extend the research phase, with the aim of using inspirational sources to increase the quantity and quality of the brainstorming. The best ideas are then prototyped and validated by collecting feedback from potential consumers. Finally, after testing the prototypes and selecting the best one, the design is adapted, completed and the solution is presented. Next, the budget is calculated and concluded by summarising the answer to the question posed in the Challenge Redefinition phase. Finally, the bibliography and the annex are presented.