Course homework when I was an exchange student at Tongji university, Shang Hai. Starting from user research to user insight, focusing on the healthcare behaviours of the young consumers in China, designing a "healthy lifestyle emergency kit" concept product that later evolved into the modern brand, "Go Huo", elevating the product thinking mindset into a brand thinking concept.
Brand name | Go Huo
Brand vision | The brand name resonates with younger generation, who worries about their health and their half-mocking yet half-valuing attitude towards a healthy lifestyle. The main product is based on science, designing the right antidote by pairing body toning with nutrition, relieving the troublesome situations with a humorous yet effective way, all the while, encouraging the consumers to maintain a healthy attitude and habit.
Brand positioning | Youthful, energetic, humorous, science-based, effective
Target customers | The younger generation living under constant pressure but still has a will and awareness for healthy living.
• Researching online how the younger generation perceives a healthy lifestyle. (Source: ZhiHu, Weibo)
• Discussions between group members.
Starting expanding and organizing ideas on affinity map.
Ask about people's view on healthy living. (e.g. their definition of "a healthy lifestyle, how they actually live a healthy lifestyle). Have the younger generation (97-03) and young parents fill out surveys and further sketch out user portraits with interview data.
(Online surveys: 294; Offline interviews: 15)
• The younger generation are equipped with healthy living awareness, but decided to put their studies before that.
• Lack of self-discipline making it hard to keep good habits, and are less willing to spend time and energy on cultivating good habits.
• Feeling guilty after living unhealthily, and will have compensating behaviours, despite knowing that it's futile (like, adding wolfberries into Cola).
It's hard to change the consumer's mindset, so it'll be easier to adapt to their lifestyle.
Simplify the healthy lifestyle, making it easy to adopt without researching too much.
Design an energetic, youthful brand.
And thus, the "healthy lifestyle emergency kit" was born, and the target audience is the group of young people living under high pressure but with the awareness to live a healthier life.
Pairing together science-based body toning and nutrition, creating product combinations for each scenario to help consumers combat situations that takes a toll on their body.
