
Fürstenberg
The F-Club
More Info Hide InfoINSIGHT – OBJECTIVE
Brand rejuvination within the beer market that is losing significant share to adjacent alcoholic drink segments across all ages and hence develop insights to create new beer mix products for a young audience.
Research – Methodology
We created a"bohemian" underground club with limited memberships to attract the core target users. Here product was tested and users were recruited for development workshops.
Strategy – Recommendations
Our key recommendation was to re-define the brand‘s core from "aristocratic" to "bohemian", hence retaining elevated social status but with more relevance to lifestyle oriented bar communities.
Skills
Brand Development
Exhibition & Event
Focus Group
Insight Generation
New Product Development
Recruitment
Research Process Innovation
Trend & Ideation Workshop
Key Creatives
Pfadfinderei
MIA

Concept development workshop with lead consumers

MIA (Mieze Katz) performing live at the first F-Club

Animation at the F-Club

Bohemian interior