“The greatest challenge was to develop a new product focused on mass market for the new Brazilian consumers, offering a high-quality product but affordable cost . To achieve that results, low price, highly attractive and environmentally responsible products would be necessary. More than a classic design process, an innovation by design approach was applied. The creative team participated in all areas of the process. The naming, the packaging, formulation, business model, distribution, manufacturing, etc.
A collaborative project with the participation of all stake holders, testing several scenarios virtually and physically. Financial analysis and environmental impact were used while mockups and new tests were performed. Market researches was conducted to identify trends of habits and usage of our target consumer in parallel with trips looking forward to new production technologies.”