Proyecto de creación de una cafetería enfocado en el diseño de experiencia, identidad corporativa y conceptualización del local

摘要

The following paper presents the proposal of a strategic design experience through the creation of a cafe, it´s corporate image, and certain elements that complement user experience, such as serving trays, menu, among others. This vision mainly proposes a natural environment immersed within the city. In order to achieve strategic design, it is important to highlight that we must integrate areas such as: corporate identity design, packaging design, advertising design, industrial design, fashion design, architectural and interior design. The main intention is to offer customers the opportunity to live a picnic experience with friends and family through the cafeteria, by adapting local decor, menu and creating and managing its public image. After a thorough investigation, this paper proposes that this facility be located in Cumbayá and suggests the family groups of upper-middle class as the main target. However, the cafeteria will be available for all those who want to have a good time in a different place apart from their everyday life, such as people who live in Quito.