Sistema de packaging para cerveza artesanal ecuatoriana inspirado en personajes festivos de la Mama Negra.

Abstract

packaging system which consists of a six pack of craft beer. This festival is celebrated in Latacunga city, Cotopaxi canton, the specific audience are young people from 18 to 28 years old, all this because of the lack of interest shown by them for not knowing the real meaning or only attend the event for fun. Therefore, a documentary research was conducted to collect information about the festival, and determine which are the main and secondary characters through reliable sources, with authors who are aware of the subject and know the meaning of each character to be used in the packaging system. In this case there were five main characters: "La Mama Negra,” El Angel de Estrella", "El Rey Moro", "El Abanderado", "El Capitan" and a secondary character: "El Ashanguero", where through cards could be analyzed the formal, behavioral and semiotic aspects, being illustrated each one with its identity and accessories that correspond to them. An interview was also conducted with the owner of the craft beer to determine important aspects, characteristics and relevant information of the product, because it will have a low alcohol content, being an incentive for young people to enjoy the party in a healthy way. Likewise, it was determined the psychographic, psychological and demographic profile of the target audience determining a graphic line according to the tastes of this type of audience and make the composition of the design. A short story is placed about the character and in the box the general story, all this to be disseminated in social networks used by young people such as Facebook, Instagram and Tik Tok.