With my team of 4, we designed a brand and
set up a product launch plan for the real-world
startup case of Loupy for Rabobank.
set up a product launch plan for the real-world
startup case of Loupy for Rabobank.
Our concept made it to the top 3 and
I got to pitch for our client.
I got to pitch for our client.
Design (De)Brief
Functionality
To make personal gifting of money easier and fun.
To make personal gifting of money easier and fun.
Main perceived advantage
Loupy facilitates gifting money as a group.
Loupy facilitates gifting money as a group.
Problem definition
Loupy does not seem to fix an immediate problem.
Loupy does not seem to fix an immediate problem.
Giving a gift is about letting someone know that you think of them. The concept of making a digital gift personal might feel contradictory.
4C Analyses
Competitor
With the current proposition, Loupy competes in crowded markets with competitors with similar values:
Product form: Physical gift cards
These products outperform us because people can hand them over.
These products outperform us because people can hand them over.
Market: “ordinary’’ gift market
Gifts that are always a good idea to give, like a card or chocolate.
Gifts that are always a good idea to give, like a card or chocolate.
Budget : Investing in relationships
We believe Loupy should reposition itself.
We want to compete with other products that show appreciation e.g. buying someone lunch
We want to compete with other products that show appreciation e.g. buying someone lunch
Consumer
We target “Social rushers”.
People who are usually busy with work and social life while still looking for a point to jump out of the ordinary.
To have a glass of beer with friends outside of their daily routine.
Competition
Loupy falls in a valley between:
-Knowing someone well
Thus being okay with gifting something digital.
-Not knowing someone well
Hence playing it safe with a physical gift.
Thus being okay with gifting something digital.
-Not knowing someone well
Hence playing it safe with a physical gift.
We think the hidden value of Loupy can be found
in the valley between the two ends:
Gifts for impulsive moments in your daily routine.
in the valley between the two ends:
Gifts for impulsive moments in your daily routine.
Brand DNA
From Loupy to Spark
Spark distinguishes itself from its competitors by choosing a new way to look at impulsive gifts. Rather than investing in the receiver, for example giving them chocolate, flowers, or (home made) cards.
Spark triggers you to invest in your relationship:
To Invest In Us
To Invest In Us
Brand DNA
Target group
We defined ‘Spark’ as the new name for Loupy. Our purpose and key message is:
“Small sparks will create beautiful memories.”
When using sparks in a sentence like this we can see that a user could say: “I send you a spark!” We love the sound of this and it feels way more connected to the intention of the product.
For social rushers
Spark
offers impulsive gifts that are small incentives
to create shared memories and tempts you
to take the initiative.
Spark
offers impulsive gifts that are small incentives
to create shared memories and tempts you
to take the initiative.
Positioning statement
Pitch
