Services Provided

Problem

Ufresh is established as a company specialized in dried fig processing in 2011. The company was one of the most significant fig export brands of Turkey. With the business model change, the company moved away from the dried fig processing field and turned into a format that sells dried nuts online. The company decided to expand in the retail field in 2020, and the Ufresh brand needed to be transformed into a brand that offers a retail experience. Ufresh applied to Goodjob for the brand consultancy service.

Solution

The competition in the market the brand operates in was examined in depth using a semi-ethnographic research model. Customer personas in different segments were created, and the retail strategy of the brand was determined. Corporate identity design was made according to the new strategy, and an architectural concept was created.

Result

We determined the product expansion area of the brand. We defined the requirements of being a dynamic retail brand. We designed the changing new concept according to the realities of the ethnic food trend. The brand, with its new identity and the way it operates reached a restless structure that offers consumers experience. Its first store opened in Aydın, Nazilli, in its city of birth. Studies continue for the franchise model and growth strategy.

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