Yougofit (Performance Yogurt)
Introduction: A dairy performance product for an active lifestyle; suitable for daily consumption and post-workout.
Focus: Continuity of daily performance and post-exercise lifestyle.
Discovery: Audience perception research (online questionnaire + social listening) to identify purchase barriers (taste, heaviness, accessibility) and consumption situations.
Strategy: Message development based on the Keller CBBE model; proving functionality linked to a lifestyle claim of “light but filling.”
Visual identity: Themes of “movement” and “balance”; fast pace, short cuts, minimalist typography (protein/fitness style); product close-ups, minimal layouts with CTA.
Yougofit (Performance Yogurt)
Introduction: A dairy performance product for an active lifestyle; suitable for daily consumption and post-workout.
Focus: Continuity of daily performance and post-exercise lifestyle.
Discovery: Audience perception research (online questionnaire + social listening) to identify purchase barriers (taste, heaviness, accessibility) and consumption situations.
Strategy: Message development based on the Keller CBBE model; proving functionality linked to a lifestyle claim of “light but filling.”
Visual identity: Themes of “movement” and “balance”; fast pace, short cuts, minimalist typography (protein/fitness style); product close-ups, minimal layouts with CTA.
Athlete-Led Series
Introduction: A content series featuring national/professional athletes to showcase the real benefits of the product during actual training.
Focus: Credibility of performance and inspiring practice (recovery / focus / endurance).
Discovery: Audience persona measurement (quantitative) + competitor content analysis for episode length, rhythm, and touchpoints.
Strategy: Aligning each attribute with specific performance needs through Hero Property Mapping; publishing from athlete’s own page/account; short disclosure posts.
Visual Identity: Resilience & Flow; warming-up / real core moments, minimalist slides of benefits, short unexaggerated consumption moments, stable graphic kit (Intro/Outro) for continuity.
