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Brand Strategy
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Marketing research
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Sociology
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Quantitative Research
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Communication Strategy
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Positioning
Tevitta
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Project Details
Date
2021
Status
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Completed
About the Client
● LNZ Group is a Ukrainian agro-industrial holding that operates in the field of seeds, substitution, and production of grain and technical crops.
● The holding has built several successful, independent brands, each covering a key niche in the agri-sector: DEFENDA (plant protection), UNIVERSDED (hatching), LNZ Web (agribusiness platform), and LEGEND (innovative solutions). Together, they reinforce the company’s market position.
Challenge
● We were surprised that the category of frozen vegetables and fruits (FV) had been in communication stagnation for over 10 years. This presented both opportunities and challenges for the new brand. We needed to create a unique style and positioning to stand out among competitors and attract consumers. We started with in-depth research: conducted a series of focus groups, surveys, tests, and home visits. Excellent results helped us understand that the consumer segment prefers natural products with bright colors and stylish design. This served as the basis for creating a new logo and packaging.
Solution
● We were surprised that the frozen vegetables and fruits (FVF) category had been in communication stagnation for over 10 years. This presented both opportunities and challenges for the new brand simultaneously. We needed to create a unique style and positioning to stand out among competitors and engage consumers.
● We started with in-depth research: conducted a series of interviews, field tests, and home visits. The insights we gained became the foundation for developing the brand's style, packaging, and communication strategy. To bring the brand closer to consumers, we created the Tevi mascot and a communication platform that emphasizes simplicity and ease in everyday life for shoppers.
WHAT WE ACHIEVED
RESULTS
The highest recognition of our work was the victory of the brand in the prestigious RED DOT Design Communication Award in the summer of 2022. This award confirmed the uniqueness of our approach, creativity in design, and effective communication, helping the brand strengthen its position in the market.
MATERIALS
● Brand Strategy
● Positioning
● Communication Strategy
● Sociology
● Marketing Research
MEDIA
