Design Thinking strategy and Style guide design

Chupa Chups - Perfetti Van Melle

The challenge

A leading worldwide brand in the confectionery category, needed to generate a style guide for licensing, focused on a too wide target group (young 14-18).

The solution

DO delimited the target with the goal of defining adequate design solutions. Implemented through a design thinking process to define urban groups and persona profiles based on the observation and analysis of the target group, the trends and the atmosphere of the brand.

Based on the opportunities identified, the output of the new thought process was translated into designs and patterns that have turned around the Chupa Chups universe.

Project Features

Launch 2016

  •   More than 23 patterns created
  •   Used at an international level for the licensing market.