enrich people's lives
customer lifestyle
leading-edge baby boomers
These founders of modern youth culture and yuppie materialism are never shy about exalting brands when products meet their astute expectations. Currently emerging as the most lucrative marketing opportunity, these consumers seek intelligent products, marketing and design innovations. We can shape concepts that will appeal to their desire for lots of physical and psychological benefits, escapist indulgence, romance, comfort and reassurance.
generations X & Y
Young consumers are brand literate but tend to be fickle. Favoured brands need to excite and entertain and, above all, provide relevancy and authenticity to make any kind of lasting impact. We can get into the psyche of young people to understand their values, and design concepts, which not only fit seamlessly into their busy lifestyles but also have the 'wow' factor to inspire a loyal following.
post-modern woman
The unfortunate tendency of marketers to stereotype women is well documented - the perfect mum, the alpha female, the fashionista, the beauty bunny or the great granny have nothing, or very little, to do with real women's lives, aspirations and needs. Today's woman works hard, which means she can afford to play hard and spend and consume as she wishes. We can see the world through female eyes, empathising with them in a highly personal way, as opposed to alienating them. We can design concepts which women find meaningful.
high performance
For the high performance consumer, brands need to be high energy, risk embracing, rare and, above all, exciting. We excel at shaping unique concepts that demand close attention to detail and connect to customers' emotions. The quality of the design, the craftsmanship, the materials used, and the delivery of the service together play a part in creating a fantasy in customers' minds, which will endure over time.
ethical
There is a growing trend towards the consumption of ethical products and services that create social value, as well as commercial value, in areas such as sustainability, fair trade, health and wellness, and medical advances. This consumer type presents a unique set of challenges for companies wishing to innovate in this area. We can open up a new field of thought to help formulate concepts or solutions that are ethical, practical and able to meet the demands of a given situation.
asian
Companies wishing to launch new concepts in Asian markets such as India and China, must first understand the diversity and complexity of Asian culture. Attitudes and behaviours of men and women remain, on the whole, driven by tradition, and the social group defines cultural values. We can create concepts that develop an affinity with Asian consumers, placing them within a cultural context so as not to alienate consumers from their society.
Read about some of our case studies.