Dekken
Creative Process
Defining and knowing your target audience
In the Middle East, your dekken is your neighbourhood grocery store. By recreating a dekken far from its place of origin, the founders hope to offer all cultures and diasporas of the world the opportunity to (re)live the culinary journey that middle-eastern spices bring to life.
At the heart of every project lies a clientele, also known as a target audience. Without them, any project would be pure fantasy, and most likely have no impact—nor success.
Having the change to work on Dekken at the dawn of its creation, we were able to put an emphasis on finding who would connect the most with the products.
Defining and knowing your target audience
In the Middle East, your dekken is your neighbourhood grocery store. By recreating a dekken far from its place of origin, the founders hope to offer all cultures and diasporas of the world the opportunity to (re)live the culinary journey that middle-eastern spices bring to life.
At the heart of every project lies a clientele, also known as a target audience. Without them, any project would be pure fantasy, and most likely have no impact—nor success.
Having the change to work on Dekken at the dawn of its creation, we were able to put an emphasis on finding who would connect the most with the products.
On first assumption
Obviously, you will have assumptions at first. They might be right, they might be wrong. The idea of using testing is showing your product or brand to a group of people, and see how they react with it by asking specific questions and making sure you're are not creating a bias. That's what we decided to do at first for Dekken. A first dip in the market.
Therefore, we needed a brand. At least a first version of it. So, by taking our assumptions, we went to the drawing board to build what would be Dekken's first logo.
With the idea we had in mind, we needed a first Minimal Viable Product, and in the case, a packaging for the spices.
Meet, talk, and listen
Creating a small, big, official, unofficial, improvised or organised gathering of people who might be your target audience is an excellent way of refining your strategy.
Of course, we took advantage of this event to visually capture moments—already thinking of the launch communication ahead.
All about the project
Involved
