A global brand asked us to help create the brief for its first harmonised global redesign. A key challenge for the project was to develop a coherent design strategy that would cater for vast differences in market position (from developed market leader, to emerging market new entrant) and harmonise a diverse portfolio (with different lead formats and sub-brands across markets).
By taking an experience-centric approach we made consumers and the brand the starting point for the redesign. We began by defining our evaluation framework; the key consumer journeys to explore and journey steps to allow comparison with competitors and across markets. After this set-up stage we conducted an intensive one-week series of experiential audits in China, Russia, UK and USA, leading cross-functional teams through in-context consumer interviews and synthesis workshops to evaluate the brand’s product experience in each market.
As a final stage, the global experience audit was reviewed – along with brand-design identity guidelines – in cross-agency workshops to define briefs for structural packaging, product and graphic design development.
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