Masticha (also known as mastiha, mastix, or mastic) is a resin obtained from the Pistacia lentiscus tree. Chios masticha specifically refers to the resin harvested from trees grown exclusively on the Greek island of Chios.
To imagine the tree that produces masticha, think of a small tree similar to an olive tree. It is an evergreen tree with a sturdy trunk. The oldest trees on Chios are about 90 years old and are considered a national treasure.
Masticha growers plant new trees annually and cultivate existing masticha groves.
The client aimed to increase brand awareness and its product portfolio among regular users as an attractive alternative to traditional medical practices. Additionally, they requested the creation of a long-term sustainable communication strategy that could be effectively utilized across various communication channels and countries. They also wanted a UX analysis of their website and recommendations for improvements in the purchasing process to increase conversion rates.
To achieve these goals, we decided to analyze current market trends and changes in consumer behavior, which indicated an increased interest in natural products. Based on these analyses, we defined the brand to reflect the values and expectations of our target audience while positively differentiating it from the competition.
The solution included developing several creative concepts that, combined with effective visual design and strategic use of digital and traditional marketing channels, would enable the long-term maintenance and expansion of brand awareness.
The final concept, titled “Unique from a Unique Island,” focused on mythologizing the product’s origin. This approach used a strong storytelling element to emphasize the uniqueness and historical significance of the island from which the product originates. The goal was to create a narrative highlighting the authenticity and tradition associated with the product, differentiating it from competitive products.
This concept emphasized the history and production process of the product to strengthen the trust and curiosity of the target audience. The origin of the product and the stories of the people involved in its production – from those caring for the trees to those manufacturing the product in Slovakia – were presented as key elements making the product exceptional.
The concept also aimed to effectively communicate the company’s values, such as responsibility towards nature and commitment to providing quality products that improve people’s lives. This approach was expected to position the brand not only as a supplier of products but as an entity contributing to a better future for its customers and society as a whole.
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