Understanding the audience to create a fitting image
There are times in the situation of a brand that is not only about the product they have, but about the market not knowing how to fit in what they offer. “llaollao” makes frozen yogurts, a product that still hasn’t found a widespread field in the Spanish environment. Yogurts? Yes. Ice cream? Yeah, check. Frozen yogurt? Excuse me, what? Momento was presented with the task of understanding the audience to segment it, find a definite target and create a visual imagery good enough to catch their eye. Nothing sweeter than a project about desserts.
We found out that 80% of the llaollao were women, so we thought about a visual art direction that would be attractive to this side of the society. To present the product as something trendy, nice and eye-catching, we applied the fashion and runway aesthetics to the art direction, like a fashion show in which the protagonist was the product.
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