For an amazing liquid with a curious backstory, Kozel seemed to be remaining something of an enigma along with a consumer base determined by distribution rather than by design. The Kozel team needed help to get to know the target audience and to develop and explore new ways in to communicating the Kozel story.
The illumination workshops helped us paint a picture of our consumers worlds:- work and social, visions of success now and future, the brands they love and perceptions of and interactions with the Kozel brand and liquid. Experts including beer and wine journalists & bloggers helped explore the brand world faster.
Amplification workshops explored and built positioning possibilities.
We helped shape the Brand Identity Model and build the Brand Ladder that now shapes all the brands communications and activities. Our use of prosumers™ in the process was clearly recognised by our sponsor.