Process

Futurista work was, in a first place, to identify potential markets for further exploration. We did this by a thorough understanding of the company’s capabilities, and by scanning markets with the greatest potential in terms of differentiation, relevance and value creation.

We also organised strategic and creative workshops to understand the overall potential of entering in different markets and to have in-depth strategic discussions of the supermarket potential. At the end of the first round, we decided to eliminate the supermarket concept as scaling it could harm the relationship between Lusiaves and their main clients, the supermarket chains — powerful players in a consolidated market.

At the time we also decided to further explore two different concepts in the ideation stage. Ethnographic research and co-creation workshops —mixing artists, designers, consumers and top management from Lusiaves — gave us some unexpected insights on users and how they relate to a specific mainstream product and a market that has been stagnant for many years: the grilled chicken market.

Solution

The concept was based on an internal capability that no other player can replicate. Inspired in observed home family battles for chicken specific parts, the product was designed to be totally customised — clients can select which parts they prefer and have, for instance, a three legged chicken.

The product concept was also inspired in the insight that grilled chicken is always the same and not likely to be repeated regularly: smoked herbs were to be added to the grill  to reach different flavours.

After defining the concept we tested and refined the detailed solution. We defined the product features, the brand and the brand architecture.

We also defined the brand experience. From the standard grilled chicken buyer experience we defined the key differentiation features and created semiotic mood boards to inspire the final designs of the brand identity and the different restaurant sizes: from flagship to minimum size concept. We then defined the way users interact with the whole experience, and the key touch points.

We then defined the way users interact with the whole experience, and the key touch points.