Fruitie
Role
Brand strategist
Graphic designer
Type
Team project at PolyU
Timeline
Project Brief
Based on the existing brand HEYTEA, we designed its branch - Fruitie 果小干，a dried fruit sub brand of HEYTEA. By analyzing the lazy culture among young people along with HEYTEA's brand value, market positioning and audience of existing competing products, we discovered and designed Fruitie's brand opportunities, values and advantages and finally determined Fruitie's brand identity and business model.
First we understand the brand value of HEYTEA and the needs of its customers to find the potential gap between its products and user needs.
Second, we found our user segments in HEYTEA's current audience to differentiate it from its other sub brands. By using Persona and User Journey Map, we defined our target audience and discovered their pain points and corresponding design opportunities.
Then we did the industrial analysis in terms of the 5 forces and competitor analysis to find Fruities' value proposition. Also with SWOT analysis, we determine the strengths and the weaknesses of our brand and estimate its market size.
Brand statement
Considering the mission, vision and value of Fruitie, we came up with our brand statement which clarifies its target user group, the frames of reference, points of differences and reasons to believe.
Brand identity
We use the font Brice and color palette inspired from fresh fruits to fit the fashionable style of Fruitie. Furthermore, we define the 4Ps to position Fruitie in the market.
Business model
Last but not least, considering the matureness and saturation of dried fruit market in China, we make use of the Late Entry Innovation strategy to create a new purchase experience and use the Touchpoint Wheel to define the touchpoints in a typical user journey.
