Mahurin Honors College Capstone Experience/Thesis Projects

Department

Art

Additional Departmental Affiliation

Marketing and Sales

Document Type

Thesis

Abstract

This Capstone Experience project establishes a compelling brand identity for the beverage switchel, under the name Lumina. Through a comprehensive branding blueprint, a strategic framework is crafted to guide brand development. This framework encompasses industry, competitor, and strategic analyses alongside consumer insights, a communication strategy, and cost of implementing ideas. With these insights, the project extends beyond theoretical constructs to practical applications, including label design, and website prototyping. By integrating elements of advertising and design, this project aims to not only reimagine switchel, but also to establish Lumina as a distinctive and resonant presence in the beverage industry. Through strategic planning and creative execution, this project aspires to demonstrate a synthesis of academic learning and practical skills, culminating in the creation of a compelling brand narrative for Lumina.

Advisor(s) or Committee Chair

Natalie Tyree, M.F.A.

Disciplines

Advertising and Promotion Management | Graphic Design | Marketing

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