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Как мы запустили бренд будущего. История первой в России клиники витаминной терапии в формате "кафе"

2
~1 мин

Когда работаешь с необычным брендом, привычные маркетинговые и дизайнерские решения могут оказаться неэффективными.

Мы решили сделать хайлайт уже опубликованного кейса для тех, кто его пропустил. Из него вы узнаете, какие проблемы могут возникнуть при работе с большими и аутентичными проектами, и как их можно решить.

How we launched the brand of the future. The history of the first vitamin therapy clinic in Russia in the "cafe" format
How we launched the brand of the future. The history of the first vitamin therapy clinic in Russia in the "cafe" format
AQ.Lifecare - is a vitamins therapy studio. The guys make vitamin cocktails, which are injected intravenously through a drip. While working we ran into some problems. Some typical for large clients, others just as authentic as our client.
AQ.Lifecare - is a vitamins therapy studio. The guys make vitamin cocktails, which are injected intravenously through a drip. While working we ran into some problems. Some typical for large clients, others just as authentic as our client.
Problem №1: The project must discussed with both the founders and the investors. In the summer of 2018 the founders of AQ reached out to us with their project requirements for the corporate identity. It immediately became clear that a niche research and analysis would be necessary before working on the visual. We discussed the product and the plans with the AQ commercial director and prepared an offer. The client thanked us and went on to show the ideas to the investors. Half a year later the founders contacted us again. In February 2019 we set up a meeting with all the key players: founders and investors present. This was helpful in discussing all the details and finding some common ground.
Problem №1: The project must discussed with both the founders and the investors. In the summer of 2018 the founders of AQ reached out to us with their project requirements for the corporate identity. It immediately became clear that a niche research and analysis would be necessary before working on the visual. We discussed the product and the plans with the AQ commercial director and prepared an offer. The client thanked us and went on to show the ideas to the investors. Half a year later the founders contacted us again. In February 2019 we set up a meeting with all the key players: founders and investors present. This was helpful in discussing all the details and finding some common ground.
Problem №2: people in Russia do not have much experience with preventive medicine. A vitamins studio chain is a new experience for Russia. Such projects are more popular in the US, Japan and Dubai. Preventive medicine is quite well developed there: it focuses on the prevention of diseases and the preservation of human health. For 3 months we researched the niche: explored medical trends, analyzed competitors and distinguished the target audience. We calculated that a potential customer needs to get in contact with the brand 13 times in order to make a decision. This is a problem, because word of mouth will not work: we go to the doctors only when something hurts and do not care about prevention.
Problem №2: people in Russia do not have much experience with preventive medicine. A vitamins studio chain is a new experience for Russia. Such projects are more popular in the US, Japan and Dubai. Preventive medicine is quite well developed there: it focuses on the prevention of diseases and the preservation of human health. For 3 months we researched the niche: explored medical trends, analyzed competitors and distinguished the target audience. We calculated that a potential customer needs to get in contact with the brand 13 times in order to make a decision. This is a problem, because word of mouth will not work: we go to the doctors only when something hurts and do not care about prevention.
Problem №3: visual solutions must communicate brand values. At this stage our pilot studio was going through renovation for a priorly developed project. Therefore, our color and visual solutions were limited to the current interior. We decided to leave everything in the first studio as it was, while closely integrating elements of the signature style into the interior design in other studios. A clinic must have a peaceful palette, for it should inspire tranquility. Thus, we highlighted the key brand value - ”support”. We picked grey as a primary color, since grey means calm and stability. And for emphasis we chose aquamarine - nature and life.
Problem №3: visual solutions must communicate brand values. At this stage our pilot studio was going through renovation for a priorly developed project. Therefore, our color and visual solutions were limited to the current interior. We decided to leave everything in the first studio as it was, while closely integrating elements of the signature style into the interior design in other studios. A clinic must have a peaceful palette, for it should inspire tranquility. Thus, we highlighted the key brand value - ”support”. We picked grey as a primary color, since grey means calm and stability. And for emphasis we chose aquamarine - nature and life.
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Problem №4: capture the essence without traditional medical images. To attack this problem we invited a photographer Olga Pogorelova and came up with a solution together: to tell about the product through association. We have cocktails, naturalness and environmental friendliness. If you mix it all together and present it in a literal sense, you’ll get something like this:
Problem №4: capture the essence without traditional medical images. To attack this problem we invited a photographer Olga Pogorelova and came up with a solution together: to tell about the product through association. We have cocktails, naturalness and environmental friendliness. If you mix it all together and present it in a literal sense, you’ll get something like this:
A vitamin cocktail, natural and eco-friendly materials and ingredients. Everything works to support the brand ideas.
A vitamin cocktail, natural and eco-friendly materials and ingredients. Everything works to support the brand ideas.
Problem №5: launching the product without scaring away the people. When people talk launching and developing projects they tend to see 2 options: • If the market is highly competitive, the brand needs a communication strategy, a platform and extensive research. • If the project is original and authentic, it is important for it to quickly launch and to begin taking over the market. Investors and founders of AQ.Lifecare thought that they fit into the second option. However, our research proved otherwise: the product is complex and not easily understood even for big cities.
Problem №5: launching the product without scaring away the people. When people talk launching and developing projects they tend to see 2 options: • If the market is highly competitive, the brand needs a communication strategy, a platform and extensive research. • If the project is original and authentic, it is important for it to quickly launch and to begin taking over the market. Investors and founders of AQ.Lifecare thought that they fit into the second option. However, our research proved otherwise: the product is complex and not easily understood even for big cities.
Time has shown that the abandonment of quick scaling was the right thing to do. The first clinic opened in September 2019 in Moscow. By the end of January 2020 it had a steady flow of customers. This shows that people trust the clinic. Not only did we create a brand and beautiful packaging for the guys, but also carried out a huge analytical research and developed a solid strategy for market entry.
Time has shown that the abandonment of quick scaling was the right thing to do. The first clinic opened in September 2019 in Moscow. By the end of January 2020 it had a steady flow of customers. This shows that people trust the clinic. Not only did we create a brand and beautiful packaging for the guys, but also carried out a huge analytical research and developed a solid strategy for market entry.