CLIENT
MOL’FAR is a Ukrainian herbal tea, with fireweed (also known as “Ivan-tea”) as its main ingredient. The brand entered the Ukrainian market in 2016.
TASK
We tested their marketing concept for further refinement and market implementation.
So, what did we discover?
RESEARCH
Our researchers conducted three focus groups with representatives of the target audience: active tea consumers who choose the brand themselves, aged 25-55, financially stable, and health-conscious.
During the focus groups, we explored consumer habits of tea enthusiasts, identified existing stereotypes, and tested various aspects of the brand, including:
- The MOL’FAR name
- Brand positioning
- Identity & packaging design (several options)
- Flavor profile of the product
RESULT
The collected data helped finalize the product’s key characteristics, refine the packaging design, and adjust the brand positioning.
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