The team was faced with the task of expanding the current audience of the project. In addition to the already successfully completed queues, the developer has developed additional layouts and areas in a new format. The first stage of the work was a study that included a survey of more than 500 respondents and more than 15 in-depth interviews. The research helped to paint the most detailed psychographic portrait of our audience. In addition to the classic factors of price and transport accessibility, it reflects the trend inherent in the younger generation – a conscious approach to their health. This helped us to formulate the conceptual direction of the project – “Healthy lifestyle”.
This is how we identified an important trend and revealed in the concept: a healthy lifestyle is, first of all, the place where you live. A new reading of the abbreviation was also born, which became the brand’s slogan: “Healthy way of living”.