Case Study Work
HAKUMA
Duration:
2019 - 2022
Turnover Growth:
+ 60% p.a.
To appeal to a broader audience, we replaced the dark and mysterious vibe with bright colors. Retail shelf communication requires quicker messaging than hospitality, so we shifted our focus and positioned ourselves more firmly as an ice tea in the soft drink category.
Instead of emphasising matcha tea as the key selling point, I highlighted the products' natural functionality and fruit flavours. We also introduced additional communication channels, including national TV commercials, out-of-home (OOH) campaigns, and email marketing.
During this stage of my case study work, I collaborated with a diverse range of creative agencies and individuals, including:
(BRAND IDENTITY)
As the brand's overall theme became more vibrant than ever, its tone and identity shifted to a bright and fun-focused approach. While maintaining bold messaging for the three promoted product variants, the overall vibe became more joyous and playful.
The brand's core focus shifted to promoting the lifestyle of its young and energetic target audience. As an initial step, we laid the foundation for an online community that grew to over 70,000 active followers and contributors.
(VISUAL IDENTITY)
To enhance the representation of matcha tea's natural energising and focusing properties, I developed a refined visual language. This included integrating patterns and other graphical elements as key visual components, offering a more versatile approach to implementing our updated color scheme.
I focused on introducing this updated styling through marketing images and videos across our social media channels.
(COMMUNICATION)
The retail industry demands quick and precise messaging, prompting a complete reevaluation and overhaul of all communication channels. Various claims and taglines were tested at the point of sale before settling on the winner.
With a clear focus on growing an online community to organically distribute content and messaging in the future, I maintained an informal and youthful tone in our communication. While shifting away from most of the hospitality industry towards retail, maintaining a strong presence in the event sector remained crucial once restrictions were lifted.
(RESULTS)
Despite the enormous challenges posed by COVID-19 in its first year, HAKUMA managed to maintain its position as a strong contender in Austria's beverage industry.
