Transforming nakedpress From Providing Detox Juice to Building Hormone-Balanced Lifestyles
Using market as a transformation point for the core idea and value proposition of nakedpress as a healthy lifestyle brand
Established in 2015, nakedpress is a brand that provides a variety of detox juice to heal diseases related to imbalanced hormones such as GERD, PCOS, unhealthy menstruation cycles, and others. As a brand that desires to grow, nakedpress has ambitions to maintain more loyal customers while acquiring a larger market. We, basicludo, helped by placing nakedpress in a wider landscape, hence transform nakedpress into a brand that not only heals but also creates healthy lifestyles.
CASE
"With a target market limited geographically, nakedpress has the potential to offer its value worldwide"In the healthy lifestyle industry, detox has already been a habit of consumers worldwide, including in Indonesia. This was the potential sought by nakedpress, by bringing forth products that help people detox. For over five years, nakedpress continued their business activities as a hormone-based illness healer. Eventually, the nakedpress team realized that the current communication strategy is not so sustainable, as it is a narrative built of those like a healthcare brand that heals the sick. At the same time, nakedpress is also facing geographical challenges as its products could only stay fresh within Jabodetabek and Bandung.
When we, basicludo first heard the story from nakedpress' team, we instead saw their challenges as business potential. We see that nakedpress is capable of providing more value towards the market in Jabodetabek and Bandung. To provide what the customers need, nakedpress had to reformulate their value proposition to a brand that does not just heal and target the sick, but one that cares about everyone's future as human beings. This new value proposition is what allowed nakedpress to maintain loyal customers and acquire a new market in the same area.
INSIGHT
"Enhance a brand value that was once only healing, to one that builds a hormone-balanced lifestyle. "Looking at the many potentials of nakedpress, our team started to study the context of hormone-balanced lifestyles, conducting market observations and interpreting insights and needs of the target market. In this context, it is important for us to understand the profile and perspective of nakedpress' new potential customers, as nakepdress will provide a stronger value proposition to a wider market.
Based on our assessment, the first step we did was to determine the pillars that will shape the main idea of the new business core idea and value proposition. At the same time, deciding which communication strategy to use. Whilst devising a new strategy, it is important for us to create a work experience that is intriguing and constructive. This included sessions, where the team can evaluate the options and agreed on the new core idea of nakedpress that reflects the importance of their value for the market.
We transformed the core idea of nakedpress from detox juice to hormone-friendly nutrition for the market in Jabodetabek and Bandung, while also building a global community. Ambitious and future-driven, the core idea was developed virtually through active communication with the nakedpress team so that they can speak in one voice that is "close and friendly".
RESULT
nakedpress's trajectory is headed to building hormone-balanced lifestyles through a communication strategy that is tailored, meaningful, and fun.Within a few days after working with basicludo, the nakedpress team immediately introduced their new core idea and value proposition to their market through touchpoints including nakedpress' and communication channels. Being amid the pandemic, this is a great chance for nakedpress to show their commitment to becoming a self-sustaining brand.
Nakedpress began to update their customers on new information about the nutrient-rich and hormone-balanced products across all platforms such as social media, capturing the enthusiasm for healthy lifestyles while positively delivering knowledge.
A comprehensive understanding of the core business idea, positioning, and business potential transformed nakedpress into the hormone-balanced Community Builder. Communication-wise, nakedpress has become much more playful by bringing forth a virtual figure in social media named MinJus. nakedpress succeeded in acquiring a wider market by pushing a community to improve their lifestyles with nakedpress' products and services. Supplemented by the new value proposition, nakedpress is now more prepared to achieve long-term success in the health industry, specifically in creating a dynamic healthy lifestyle that is hormone-balanced.