Update the brand’s positioning, making it more relevant to the target audience’s emotional needs and their life context.


We conducted comprehensive research. Everything began with ethnographic visits: we spent almost an entire day with members of the brand’s target audience. We dove deep into their life situations, potential desires, hopes, fears—and, last but not least, category preferences. Over the course of the study, we found several promising territories for the brand. At a workshop with the client, we crystallized the two most suitable ones, after which we decoded them using semiotic research. This helped us choose the most promising territory for the brand’s platform and find the relevant cultural codes in order to activate it.


The results of our research helped us develop a new brand platform that met the target audience’s deep-seated emotional needs and that referenced the most relevant cultural codes.

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