Project information
Hogar Universal S.A.S. is a 70-year-old Colombian company dedicated to the manufacture and commercialization of household products.
Challenge:
To design a focused business and brand strategy with a clear purpose and a value proposition aligned to the motivations of people and consumers that would allow them to create a new story for the brand.
What did we do?
Tuning: We started with a session with the steering committee where we learned about the company’s context, channels, trajectory, and work team.
Inspiration: This is possibly one of the deepest research we have done on the world of users, their motivators, and demotivators, we also did research inside the business to understand their vision and connect new opportunities. After a research trip throughout Colombia, we understood the Colombian from 4 archetypes based on their relationship with Colombian cuisine and tradition.
Experimentation: After the research, analysis, and generation of opportunities, we started the co-creation stage, through design sprints that allow us to have results in a short time. All strategy sessions were conducted with the committee, where we defined several purpose options with the plant operators and the realization of the final proposal. We defined a new value proposition, strategic pillars for the business, new position, and storytelling for the brand, moving to the visual world in graphics, texture, photography, typography, and colors that evoke the message of PURA SABROSURA COLOMBIANA.
Pilot: Once the business model, strategies, and tactics of the brand were consolidated, we went to validate in the form of the pilot with prototypes at points of sale, in virtual and physical sessions with users, from this stage we redefined some applications and reached a result approved by those who make the final decision: its users.
Implementation: We applied the brand to more than 700 packaging references, and redesigned the look and feel of the stores, the merchandise, and its digital applications on the web and its internal communication. The launch of the project was executed at the Botanical Garden with its 800 employees in celebration of its 70th anniversary.
What did we get to?
We started phase 2 looking for that effective physical communication. We made a diagnosis of the stores and services, exhibition, circulations, and the entire customer journey to give the consumer a unique experience reaching the new concept of origin.
Project information
Hogar Universal S.A.S. is a 70-year-old Colombian company dedicated to the manufacture and commercialization of household products.
Challenge:
To design a focused business and brand strategy with a clear purpose and a value proposition aligned to the motivations of people and consumers that would allow them to create a new story for the brand.
What did we do?
Tuning: We started with a session with the steering committee where we learned about the company’s context, channels, trajectory, and work team.
Inspiration: This is possibly one of the deepest research we have done on the world of users, their motivators, and demotivators, we also did research inside the business to understand their vision and connect new opportunities. After a research trip throughout Colombia, we understood the Colombian from 4 archetypes based on their relationship with Colombian cuisine and tradition.
Experimentation: After the research, analysis, and generation of opportunities, we started the co-creation stage, through design sprints that allow us to have results in a short time. All strategy sessions were conducted with the committee, where we defined several purpose options with the plant operators and the realization of the final proposal. We defined a new value proposition, strategic pillars for the business, new position, and storytelling for the brand, moving to the visual world in graphics, texture, photography, typography, and colors that evoke the message of PURA SABROSURA COLOMBIANA.
Pilot: Once the business model, strategies, and tactics of the brand were consolidated, we went to validate in the form of the pilot with prototypes at points of sale, in virtual and physical sessions with users, from this stage we redefined some applications and reached a result approved by those who make the final decision: its users.
Implementation: We applied the brand to more than 700 packaging references, and redesigned the look and feel of the stores, the merchandise, and its digital applications on the web and its internal communication. The launch of the project was executed at the Botanical Garden with its 800 employees in celebration of its 70th anniversary.
What did we get to?
We started phase 2 looking for that effective physical communication. We made a diagnosis of the stores and services, exhibition, circulations, and the entire customer journey to give the consumer a unique experience reaching the new concept of origin.