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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.

product trials

product trials

merchants interviews

merchants interviews

discussion in group: extreme users

discussion in group: extreme users

map decoding personality through beverage category

map decoding personality through beverage category

moments of consumption

moments of consumption

Deliverables

. definition of a favourable market for the new drink

. recommendation of product personality

. visual and verbal identity