new drink, new market
The projects aim was to position a new non-alcoholic sparkling product made with barley. The work process involved a deep analysis of the market and trials with consumers in order to discover/create a niche in the beverage market.
work process: a lot of work, 1 month sprint
. Exploratory Research:
product trails in parks, restaurants, universities and main streets in São Paulo, followed by quick interviews. The target was consumers, waiters and merchants.
. Discussion & Immersion:
3 groups of consumers composed by extreme users: soft drink addicted, beer lovers, "always on a diet" profile, addict to sports and super-helthy people.
. definition of a favourable market for the new drink
. recommendation of product personality
. visual and verbal identity