The design process begins with an in-depth analysis of the brief to understand brand values, identity, and goals. This is followed by a research phase on direct and indirect competitors, with the study of the brand’s perceptual positioning in relation to the market. The creation of user profiles helps to identify needs and desires of the target audience, while the survey of industry trends provides strategic insights. Having defined possible design directions, discussion with the client allows the approach to be refined. The process continues with the collection and clustering of visual stimuli, exploration of concepts and selection of proposals, until the final project presentation.