Even legends need to stay relevant.
Research to ensure the brand stays relevant today— and tomorrow.
A global brand who had already won decades of loyalty wanted to ensure it remains relevant to both its established audience and future generations as loyalty has limits.
Cultures shift. New generations ask different questions. What once inspired can start to feel invisible…
As markets evolve and consumer expectations shift, the goal was clear:
How can the brand age gracefully in a rapidly changing world?
From well-established to future-ready
Qualitative research approach.
We followed an ethnographic, research-driven approach that began inside the brand. After talking with several stakeholders — to understand the current context, challenges, and objectives, and to define the right research questions — we turned outward, to consumers across Europe.
Through 1-to-1 conversations, we uncovered personal rituals, aspirations, and cultural environments.
Group sessions revealed the social dynamics that shape how people connect with each other — and with the brand. Together, these perspectives painted a rich picture of both the intimate and the collective forces driving relevance.
Insights & Directions.
Research uncovered the core motivations and values that drive consumer behaviours, highlighting opportunities to reinforce existing strengths and prepare for future audiences.
One illustrative insight showed that consumers are increasingly interested in provenance, valuing transparency in products and systems. These findings informed strategic tools and briefs that guided the brand’s innovation direction.
Concept Development & Tools.
The research informed a series of tools and briefs that defined consumer challenges, contextual understanding, and strategic innovation directions. These outputs guided the brand in identifying actionable opportunities.
Why it matters.
Heritage is pride. Foresight is survival. Long-standing brands don’t just need to celebrate their past; they need to design their future.
This project proved that relevance is not inherited… it’s earned, over and over again.
Interested to learn more about our approach?