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Strengthening the positioning of scoop n dough - how can scoop -n dough-s brand strategy be expressed through visual identity
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Scoop ‘n Dough, a Portuguese brand of handmade vegan doughnuts and ice cream, is currently experiencing exceptional growth, despite an unclear target market and strategy. Secondary and Primary Research was conducted to understand consumer perceptions and the competitive set to establish an ideal brand positioning and identity. Results show that the brand ought to position as a vegan brand focusing on high-quality handmade offerings, promoting itself as friendly and inclusive. Consequently, consistency across the brand’s visual identity is key when expressing the new brand strategy. Therefore, recommendations on Scoop ‘n Dough’s main touchpoints and visual identity guidelines were proposed.
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Positioning Brand management Brand guidelines Visual identity Brand touchpoints