Project Type:
    Brand / protfolio development project


    The Candy Factory is a newly established food manufacturer in the Egyptian market

    The Brief:

    Portfolio Development for Jelly Candy

    The Challenge:

    Differentiation versus the local brand and providing quality product versus international imported brand

    The Solution

    2 Tear Brand Portfolio each with a specific design language targeting different consumer profile. Furthermore the product strategy for each of the brands was articulated to ensure that the key choice drivers for the consumer are delivered, finally the price strategy was set taking into consideration target consumers disposable income, competition pricing and our client target gross margin.