Redesign vizuálního stylu značky Frajer

This bachelor project focuses on the redesign of the visual identity of the Frajer beer brand. The goal of the work is to analyse the visual communication of the brand and develop a new design that reflects the brand's message, corresponds to modern trends, the target audience and is based on the research discussed in the theoretical part of this work. An additional output is the analysis of visual communication of competing brands selected by the client on social networks, creation of a template for working with graphic content on the Instagram, which is the brand's main communication channel in the digital environment. The theoretical part of the work is focused on the analysis of the visual style of competing brands on the market, the principles of visual identity and the influence on consumers of design elements such as colors, geometric shapes, typography and others. Brand archetypes are analysed in the context of visual identity, specifics of packaging design and the use of materials in printing. As for the practical part, the work first carries out an analysis of the history and values of the Frajer brand, assigning it a corresponding archetype. This is followed by a study of the market and the competitive environment. The work then continues with a thorough description of the customer's requirements. The most extensive part is the process of creating new packaging, from the first concepts to implementation. The process involved testing new packaging through interviews with target audience respondents and then implementing public and client feedback. Based on the knowledge gained, a new visual style is being developed that combines modern elements and preserves the authentic character of the brand. The design of the new label aims to differentiate itself from the competition chosen by the client and convey the rebellious spirit of Frajer. At the same time, it remains comprehensible to the consumer, who should understand at first glance that it is a classic type of beer - a light lager. The result of this work is the analysis, redesign and complete preparation of Frajer beer can labels for one type - light lager. The labels were approved by the customer, then handed over to him and prepared for printing and subsequent implementation. A corporate template for working with graphic content in the online environment, mainly on Instagram, was also created and handed over. Looking at the goals set for this bachelor's thesis, it can be considered successfully completed. The result of this work is an increase in overall competitiveness and a better self- presentation of both the product and the brand itself, which has become more recognizable and has acquired specifically determined graphic elements that reflect its message. In the future, it is possible to expand the target audience thanks to the introduction of a bolder graphic solution.