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Dutch Lady—5 year plan
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Developed a comprehensive 5-year plan (2018–2024) for Dutch Lady as the brand transitioned away from the master brand, with a focus on launching a new product line tailored to teenage girls Gen Z. The plan would redefine the appeal of the product line to this demographic, visualised the end-vision of the new brand packaging, and expanded Dutch Lady's market presence by successfully introducing a new end-user category.
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Date: 2018
Medium: Strategy, branding, packaging design
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The initial brief, "Get your body strong and ready to have a baby," was challenged to adopt a broader and more inclusive approach. It was transformed into "Get your body strong and ready for your future," shifting the focus from a singular life event to a more empowering message. The change reflects a commitment to promoting strength and readiness in all aspects of life, making the message relevant and motivating to a wider audience.
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Research into Gen Z focused on understanding the core characteristics and values that define this generation. A mindmap was created to highlight key descriptors such as tech-savvy, authentic, diverse, ownership, and independent. This visual brainstorm helped solidifying the unique traits of Gen Z, providing a clear framework for understanding how they engage with the world and shaping strategies to effectively connect with them.
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In 2018, an in-depth analysis was conducted on three most popular beauty brands among female Gen Z in Asia. The objective was to understand these brands' strategies and market positions while also gaining valuable insights into the preferences and behaviours of the Gen Z audience targeted.
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Another research focused on brands classified as "instagrammable" to explore how they effectively use colours, typography, shapes, and tone of voice to attract and engage their target audience. This analysis provided insights into the elements that resonate most with their followers.
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Following the research, a measurement framework was developed to determine the desired positioning for the new product line. This framework assessed various factors, including market gaps, audience preferences, and competitive benchmarks, to identify the optimal space for the product within the market.
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Based on the insights gained from the two research initiatives, two distinct target audiences were identified, including a brand-new end-user category for Dutch Lady. This segmentation laid the groundwork for future product expansion.
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Another research initiative was conducted to explore the most effective packaging shapes and designs for the drink. This research focused on identifying packaging that not only appeals visually but also enhances user experience and functionality. Various packaging forms, materials, and aesthetics were analysed to determine what resonates best with the target audience, ensuring that the final design would stand out on shelves while reflecting the brand's values.
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A sachet packaging was specifically designed for this target audience, catering to those who embrace a slow-paced lifestyle and appreciate the ritual of preparing their own beverages. This packaging not only encourages consumers to take a moment to stop and enjoy the process of making their drink but also offers the flexibility to mix and match different sachets or these satches with other drinks to create unique and personalised flavours. The design aligns with the values of mindfulness and customisation, resonating with an audience that values both convenience and creativity in their daily routines.
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The shot bottle packaging was designed specifically for a target audience that leads a fast-paced lifestyle and prioritises convenience and efficiency. The compact and vibrant design doubles as a decorative charm that can be snapped onto bags, enhancing portability and offering an "instagrammable" moment for those who love to share stylish, everyday essentials on social media.
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A comprehensive 5-year plan was designed in 4 stages to gradually transition the new product line from under the Dutch Lady brand to its own independent brand. This strategic roadmap outlines the steps for establishing a distinct brand identity, building consumer recognition, and ensuring a smooth migration process.