Vero Amore: Concept Validation Positioning and Re-Branding

WHY / What was the initial challenge?

Our challenge was to validate a line of functional drinks and powders with consumers in order to identify opportunities for the brand, assess the product formulations, and uncover the key value drivers for different consumer segments. The brand wanted to validate its product prototype—created with 32 super ingredients—with the goal of understanding consumer perception and later developing packaging that clearly communicated the product’s benefits and intended uses.

Packaging design, copywriting and key messaging.

HOW / What methodology did we use?

To tackle this challenge, we conducted qualitative consumer interviews combined with product tasting and pack talk perception sessions to uncover insights and formulation opportunities. We focused on understanding consumers’ preferences and needs, as well as identifying relevant consumption occasions for each market segment.

WHAT / What results did we achieve?
We proposed a product reformulation to the R&D team and later carried out a full rebranding of the brand, including new key messages on the packaging, a new visual identity, and new product naming based on the insights we uncovered—both for the powder blend and the beverage. In addition, we restructured the brand’s entire product portfolio and, together with the ecommerce team, developed the key communication copy for each product.