Create a brand and go-to market strategy for a new business with the unique selling proposition of importing, distributing and selling the finest in Turkish fabric based homewares.
Fundamentally the concept of selling Turkish towels in New Zealand needed to be validated. Aamplify undertook focus group sessions and extensive qualitative research to understand the correct target market and their tastes, aspirations, style and buying habits. The Koza product range was selected based on the local market behaviour. The findings moulded a brand name that the audience would identify with, and a look and feel that resonated.
A website was developed to reflect the brand identity through messaging, design and photography. This brand identity was also reflected in the product through strategic product placement, and packaging.