THE CHALLENGE

The lack of a well-expressed personality was one of the main challenges faced by the brand, which also struggled with the absence of a consistent visual identity and robust branding to resonate with its primary target audience, charismatic young adults aged 25-35, open-minded, who care about good nutrition, value local producers, and natural products.

These loose ends led some potential buyers to question the value and price of the product. People didn’t understand that it was an artisanal, regional brand with a foundation of natural products. As a result, they often opted for common supermarket options instead.