Helped a world leading direct selling company launch a new brand
QNet is a world leading direct selling company that is part of the QI Group. The company manages products in personal care, education, health & wellness, luxury timepieces, technology and travel to its global members. A popular request from members is for the new product development of food and beverages that can help members maintain their health and keep in shape.
The company had previously trialled a coffee formulation, and after several improvements, the product development was complete. Brand360 was brought in to consult on the results of the taste tests and extensive reviews.
We were roped in to develop the optimum image, personality and communication that would appeal and educate its consumers. The brand also had to draw in new consumers who would want to attain the benefits of the coffee regularly.
We developed the brand positioning for Qafe, taking the competitive marketplace into consideration. Drawing on the positioning and promise to consumers, we developed a strong brand identity that reflected the strategy. We illustrated Qafe's use of premium ingredients through gold and green colours, and gave the sachet and packaging an energetic vibe. We followed through with marketing materials such as brochures, flyers and videos to describe and emote the coffee brand.
Qafe was launched during a recent convention attended by over 10,000 people. Qafe was also launched in Dubai and followed up with an expo in the GCC region.