The outdoor product brand Scoprega, wanting to jump from a B2B2C company to a B2C brand, needed a help in understanding how to do it. The strategy designed was based on a product that would serve as an entry point in people's lives, to create awareness and provide a differentiation from the competition, being able to engage with the different user archetypes and empowering the brand in being perceived as one that cares, welcomes and protect the user in a dynamic, fun, light way.
A hand pump was designed so that the brand could enter people's outdoor activities. Portable, easy, engaging, the Primo would work manually, using the Scoprega key (a vital relational element in the journey) to inflate all the objects that the company already sells. It would serve as the entry point and empower the brand in expanding its portfolio for the future.
The set of values identified in the research phase to be communicated in order to resonate with the user was then translated into the product.
