Functional Juices
The Challenge
Develop a line of functional beverages that respond to the current needs of consumers who are increasingly seeking to make more conscious decisions about their well-being and health.
Project carried out for Country Hill in conjunction with 10X Thinking.
Proposed Objectives
Connecting with consumer needs: identifying the profile of consumers in Colombia.
Conceptual bottle design: Consolidate a design that conveys the specific attributes of the product.
Generate added value: Through innovation in new processes and technologies.
Activities carried out during the project
Primary Source Research
Secondary Source Research
Ethnographic study and social listening
Offer concept and value proposition design
Prioritizing focus for the business
Concepto de la oferta y diseño de propuesta de valor
Prototyping and user validation
Business model design and strategic roadmapping
The Final Result
- Alignment with business trends and objectives: The project integrated strategies that reinforced the brand perception as conscious and committed to the consumer.
- Identification of customer segments: Main segments were identified, defining their characteristics, motivations and key consumption moments.
- Validation of concepts: Different design lines were developed and tested, evaluating and highlighting the importance of sustainable and visually attractive packaging.
- Impact on product development: Results were achieved from the design concept, but also from the product itself, with definitions such as the use of certain local and 100% natural ingredients.
