01 / Task
From product idea to market entry system
The project was based on the idea of a functional food product, but the launch was missing key elements: a clear market role, target audience, commercial model, and compelling arguments for the buyer.
It was necessary to test the idea's potential, identify a vacant market position, and formulate a product concept that could be discussed with manufacturers, retail chains, and investors.
It was necessary to test the idea's potential, identify a vacant market position, and formulate a product concept that could be discussed with manufacturers, retail chains, and investors.
Sales materials
Carriers of the lifestyle script
Nature inspiration
Natural dramaturgy
Sales materials
Carriers of the lifestyle script
02 / Positioning
Positioning - finding a solution
I studied the Russian and international functional food markets, existing product formats, price segments, brand communications, and approaches to product range development.
GTM model for launching a new product in retail
The project combined market and consumer scenario analysis with the development of product architecture, positioning, and preliminary economics. Based on this, the target segment, first-wave product range, pricing model, production scenarios, and market entry sequence were determined. The result was a coordinated strategy for moving on to prototyping, negotiations with manufacturers, and a test launch.
Market category
Food-to-go
The category was defined broader than protein drinks, as a convenient, regular food option. This expanded the potential market and created a clear purchasing scenario.
Competitive field
Search for opportunities
On one side was sports nutrition, with its emphasis on protein and functionality. On the other were dairy drinks and desserts, competing primarily on taste. Between them, there remained a clear market space.
Point of differentiation
Satiety
The product's primary advantage was its ability to satisfy a nutritional need, rather than any specific ingredient specification. The product was intended to be perceived as a complete snack in a convenient format.
CA 01
Busy schedule
Office workers, professionals, and entrepreneurs who need a quick meal option between meetings, on the go, or during the workday.
CA 02
Diet under control
Buyers who pay attention to ingredients and nutritional value, but are not ready to move into the category of specialized sports nutrition.
Competitors 01
Sports nutrition
The category offers a strong functional argument, but is limited to a sporting context and is more difficult to perceive by a mass audience.
Competitors 02
Drinks and desserts
A brand should work not only for sales, but also for hiring: CVs, presentations, badges, and the internal environment help to appear systematic.
Rebuilding
Food
on the go
Eat&Go combines the convenience of a mass-market category with functional value to create a distinct position: filling, everyday meals away from home.
03 / Working on the brand
Key launch parameters: format, SKU, economics, and pilot
We worked with the Client to determine the solutions necessary for technological development, negotiations with the manufacturer, and preparation of a proposal for retail.
Stage 01
Format and specification
We defined the product format, packaging volume, key characteristics, and product claims that must be feasible in production and understandable to the buyer.
Stage 02
SKU starting matrix
We selected three SKUs for the first wave, determined the flavor profiles, and defined the composition of the test lineup. A limited assortment reduces launch costs and allows us to more quickly test demand.
Stage 03
Unit
economics
We calculated the target cost, RRP, channel margin, and acceptable formula and packaging costs. These parameters set the financial framework for working with the technologist and manufacturer.
Stage 04
Model
pilot
They proposed a launch through contract manufacturing: prototype development, a test batch, negotiations with retailers, and a limited product launch before scaling up.
04 / Working on the USP
Positioning translated into a packaging system
The visual concept was developed taking into account the real-world sales environment: intense shelf competition, limited time to choose, and the need to quickly explain a new product format. The system integrates product category, consumption scenario, taste, and functional benefits into a single communication hierarchy.
Packaging is the carrier of the unique selling proposition
Packaging
Ruler
SKU system
Product
Communication
Easy to change
Scalability
01 / POSITIONING
Satiety -
USP
The study identified the key consumer appeal. The design conveys this through images of food, taste, and a complete snack.
02 / HIERARCHY
Hierarchy of meanings
The name, purpose, taste and key characteristics are arranged in order of decision-making priority on the shelf.
03 / SKU SYSTEM
Color
code
Consumption scenarios and tastes are translated into a navigation system that helps quickly differentiate SKUs.
04 / SCALE
New
rulers
Fixed and variable elements allow the line to be expanded without losing its integrity and recognition.
05 / Concept development
Concept as the basis for product launch
The concept defined the product's market role, target scenario, launch lineup, price range, and market entry model. This created a working framework for technological development, financial calculations, and negotiations with manufacturers and retailers.
The role of concept at the start
Strategic basis
Unified brand logic
The research and unique selling proposition formed the basis for all subsequent decisions: product composition, product line, positioning, packaging, and communications. The concept allowed us to build a cohesive brand from the very beginning, with every element supporting a single marketing idea.
Implementation
From USP to product
The concept translated analytical findings into specific requirements for the technologist, designer, manufacturer, and sales team. As a result, the product and brand are developed as a unified system, rather than as a set of separate solutions.
06 / Color and Tone
Black base, color navigation
Black creates a consistent brand identity and unifies the entire line. The gradient transitions to the accent color of a specific flavor and scenario—"Morning," "Day," or "Evening." White typography provides contrast and quick reading of key information.
Branded base
#E30633
MORNING
#000000
DAY
#757576
EVENING
#FFFFFF
07 / Media
Brand Launch System
The concept is tailored to key GTM points: packaging, SKUs, retail presentation, product cards, and digital communications. A unified hierarchy of unique selling propositions, product claims, and flavor navigation are maintained across every medium—from the first meeting with the buyer to the product selection on the shelf.
08 / Result
What the project received
The project received a set of solutions necessary for moving from an idea to development and launching a product to market: who needs it and why, what the product should be like, what it should look like, how much it should cost, and through what channels it should be sold.
CONCEPT
USP and concept
The target audience, key consumption scenario, competitive differentiation, and primary purchase reason were defined. Based on this, a unified product and brand logic was developed.
PRODUCT
Technical specifications for the product and packaging
The product format, launch line, flavors, composition requirements, key claims, packaging volume, and appearance are all documented. These materials can be used to set goals for the technologist, manufacturer, and designer.
GO-TO-MARKET
Channels and sales plan
Priority channels have been determined—retail, gas stations, and distributors—as well as price and margin requirements, the initial product range, and the sequence of market entry.
The ultimate value is that the founder now has a unified platform for product development, cost calculations, negotiations with manufacturers, and preparing proposals for retail chains.
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