We mapped the customer reality to find the core values ​​of the Allee that we could build on: during the research, we conducted online interviews with customers, talked to visitors, held a co-creation workshop in the middle of the shopping mall, and used quantitative research tools. 

As part of the process, we held several workshops with our client to get to know the internal needs, we analyzed the plaza market to see the market trends, to ensure we develop the positioning strategy by connecting all perspectives.

Based on the research results, together with our client, we formulated Allee’s USP, defined the brand’s tone-of-voice, and set future development goals based on a new mission.