This project tackles the existing design problems of Carina, proposing new design solutions in order to create a new image/identity for the brand so that it reaches its intended vision and goals. Carina has been in the market for 20 years now; however, its market share is not expanding. Consequently, a rebranding attempt is needed for it to expand its market share and be able to reach more consumers. Carina has recently expanded its target market from only C class to B and A classes and also extended the age it is targeting from 35-65 to 7-65. However, Carina’s previous attempts at attracting more consumers have not been successful. Of the most important reasons are its unappealing identity, fashion design and packaging. Moreover, Carina still lacks the knowledge and the creativity in making its designs visually appealing and up-to-date with the fashionable trends in order to please the B Class. Another important reason would be that not everyone knows that Carina has different product lines because of its lack of advertising which eventually hinders it from reaching the bigger sector of customers it is aiming for, expanding its market share, and being up to standard with the status of other competing international stores.
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Rady, Alia, "Rebranding Carina" (2016). Capstone and Graduation Projects. 65.
This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.