THE BRIEF

To establish itself as a major player in the fast-growing functional food market, Lesieur has embarked on an unprecedented, 100% consumer-focused approach to innovation, in terms of its product offering, distribution and communications ecosystem. The product: a range of oils with health benefits, tailored to individual needs.

Lesieur turned to Lonsdale to design and build the entire model: construction of the offer (products and services), validation of the economic opportunity, branding, communication and distribution of its products and services.

The launch took place in POC format, with a Test&Learn approach to ensure accurate and agile monitoring, prior to wider deployment.

OUR RECOMMENDATION

This structuring work on the value proposition was carried out by our Business Design teams in co-construction with Lesieur:

• Business model (customer relationship principles, revenue model, skills and partners to be secured, cost structure, etc.).
• Definition of the principles and methods for developing this new line of business: the functional requirements of the e-commerce site, the offers and services to be promoted, the pricing and conditions for recruiting partners, the user experience to be developed, etc.
• A business plan to verify the financial viability of the new offering.

The agency then embodied this proposal through a communication ecosystem:
The naming, Ogami, echoes Origami and its ability to transform, to emphasise the personalisation benefits of the product, combined with a gentle sound that puts people at the heart of the approach with the “mi”.

On the Activation side, the project comes to life with a central aim: customers should feel considered and inspired with freshness and lightness, a starting point for inspiring the brand’s tone of voice in all its communications.