Case Study

Human-Centered Research & Co-Design for a Data-Driven Brand Strategy

Overview

Zuegg Skipper, one of Italy's leading juice brands, launched a strategic partnership with WeRoad, a group travel company, to explore new ways of connecting with younger, experience-driven audiences. The goal was to evaluate the partnership's effectiveness and define future collaboration opportunities with brands aligned to Skipper's positioning, values, and target audiences — through a human-centered and data-informed approach.

Skipper / Zuegg — Brand strategy visual
Challenges
01

Partnership evaluation: Assessing whether the collaboration with WeRoad effectively supported Skipper's brand positioning and audience alignment.

02

Generational engagement: Understanding how to connect with younger audiences (Gen Z and Millennials) while preserving Skipper's heritage and family-oriented identity.

03

Partnership mapping: Identifying potential new brand partnerships consistent with Skipper's strategic pillars — Outdoor Living, Social Impact, and Inclusion.

04

Strategic alignment: Defining a coherent 2025 brand strategy that integrates marketing, partnerships, and communication within a unified, human-centered vision.

Desk Research

Before defining the strategy, we conducted an in-depth research phase focused on brand perception, market positioning, and partnership synergies:

Competitive Benchmarking
Analysis of the Italian beverage and juice market, identifying communication trends and brand territories related to wellness, sustainability, and outdoor experiences.
Trend Analysis
Exploration of post-pandemic shifts in consumer behaviors, emphasizing nature, shared experiences, and social connection.
Brand Positioning
Assessment of Skipper's current positioning and its perception among different generations, identifying opportunities for innovation and emotional engagement.
Approach & Methodology

The strategy was developed through a Service Design and Co-Design process, integrating qualitative research, brand strategy, and stakeholder collaboration:

1
Qualitative Interviews
Conducted 13 one-to-one interviews with consumers across Italy (ages 19-61), including both Skipper users and non-users, to explore perceptions, motivations, and lifestyle values.
2
In-Depth Personas
Created four representative personas — Smart Mother, Family Keeper, Urban Explorer, Travel Sparker — to reflect generational attitudes, values, and engagement opportunities.
3
Empathy & Positioning Maps
Visualized relationships between personas, lifestyle trends, brand spirit, and Skipper's brand values to identify connection points.
4
Insight Synthesis
Clustered findings into behavioral archetypes, value territories, and opportunity areas, highlighting generational differences and alignment between brand perception and desired positioning.
5
Stakeholder Workshops
Co-creation sessions with the marketing and communication team to validate insights, align on strategic priorities, and identify future partnership territories and storytelling opportunities.
6
Strategic Guidelines Definition
Developed actionable strategic guidelines for communication, partnership selection, and the 2025 brand roadmap.
Skipper / Zuegg — Research and co-design sessions
Key Insights
New Brand Vision
Defined the strategic concept "Connecting Human to Nature in Motion", combining authentic experiences with nature as the common ground for connection.
Human-Centered Strategy
The development of how to target Personas evolved from Skipper's transactional root, targeting the overlap between Gen Z and Millennials — understanding dual strengths: values+quality and emotional connection.
Communication & Creative Shift
The new strategy repositioned Skipper's communication to reflect simplicity, inclusion, and everyday connection, influencing art direction and campaign design.
Partnership Strategy
Identified key high-value potential partners — including SERT, LEGA, FIDAL, Decathlon, La Feltrinelli, and Esperienze Italiane — to align with Skipper's narrative as a sustainable brand.
Strategic Guidelines
Defined a 2025 roadmap structured around brand pillars — Outdoor, Social Impact, and Inclusion — with defined experience actions for all digital and experiential moments.
Activation Roadmap
Quarterly actionable campaigns for creative, media partnerships, and event collaborations, reinforcing the brand's presence across new touchpoints.
Skipper / Zuegg — Research findings
Behavioral Personas
Skipper / Zuegg — Persona mapping
Brand Affinity Values and Personas Map
Skipper / Zuegg — Strategic framework
Possible Brands Partnerships According to Personas
Skipper / Zuegg — Activation roadmap
Insights Map
Results
New brand vision
Defined the strategic concept "Connecting Human to Nature in Motion", combining authentic experiences and shared moments with nature as the common ground for connection.
Human-centered strategy
Evolved Skipper's targeting from transactional to value-driven, focusing on the overlap between Gen Z and Millennials while preserving heritage and quality.
Communication & Creative Shift
Repositioned Skipper's communication to reflect simplicity, inclusion, and everyday connection across campaigns and touchpoints.
Strategic guidelines
Defined a 2025 roadmap structured around brand pillars — Outdoor, Social Impact, and Inclusion.
Partnership strategy
Identified key high-value potential partners aligned with Skipper's narrative as a sustainable, experience-driven brand.
Activation roadmap
Quarterly actionable campaigns for creative, media partnerships, and event collaborations reinforcing brand presence.
Key Numbers
€2.57M
2025 activation plan including communication, media, events, and loyalty campaigns
+4.6%
revenue increase compared to the same quarter of the previous year
+33%
EBITDA increase compared to the previous year
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