Yex: Increasing attention of exotic fruits and vegetables in the supermarket

Yex: Increasing attention of exotic fruits and vegetables in the supermarket

Liu, S.

Snelders, D. (mentor)
Bakker-Wu, S. (mentor)

Industrial Design Engineering

Product Innovation Management

2015-10-07

Yex is a company specialized in the import and export of exotic fruits and vegetables. They are solely a B2B company. Yex, however, sees opportunity in creating added value for their customers. Yex want to help their customers sell the exotics fruits and vegetables in the store, with the focus mainly on supermarkets. For this reason, Yex created Discovered, a sub-brand targeted towards end consumers. The problem that the exotic product category faces is that most people do not know about these exotics. In this thesis, several qualitative as well as quantitative research have been conducted. The results reveal that there are three main reasons why most people do not buy the exotics in the supermarket. The first one being an overall low product knowledge people have concerning the exotics. They do not know what to do with it, how to prepare and what benefits there are. The second reason is price, exotics are overall more expensive than regular fruits and vegetables. Lastly, not all stores sell exotics, which makes availability also an issue. But aside from the three problems found, Discovered as a brand does not have a well-established brand equity in the current market. The brand is considered empty and without personality. Yex on the other hand has a lot of personality. The final outcome of this thesis is a two-fold design, the first one being a new brand element design for Discovered. The design uses the personalities of Yex and connects them with Discovered. This connection manifested as a character design called Yexxi. The second design is in the form of in-store touch points. Explorative touch point design has been created, which enhances the in-store experience. Both designs strengthen the brand story of Discovered, which is how the brand can gain brand equity in the near future.

exotics
brand elements
POP design
brand story
brand equity

http://resolver.tudelft.nl/uuid:4c72927f-7006-464e-849c-1a0404eb9c98

Campus only

Student theses

master thesis

(c) 2015 Liu, S.