ECHOES OF PUNK explorando estratégias de comunicação para a marca achei super Cool

Abstract

This research addresses the development of communication strategies, from a graphic design perspective, to align the image and identity of alternative and sustainable fashion brands that utilize upcycling and rework with market realities and consumer expectations, using the Brazilian brand from Goiânia, Goiás, Achei Super Cool, as a case study. The highlighted problem was how to develop branding strategies that align the image and identity of an alternative fashion brand with the market reality and consumer expectations. The main objective is to strengthen the relationship between this brand and its users through communication strategies that reinforce its image and identity. The methodology included a literature review on culture, subculture, and counterculture, analysis of Norberto Chaves' theories, comparative analysis with similar brands, and a detailed study of the Achei Super Cool brand. The conclusions indicate that implementing a cohesive visual identity, interactive communication, and consistent engagement are essential for the brand to establish itself in the market and build a strong, trustworthy relationship with its customers.