Dobrze wyspani – brand strategy in the medical sector
Transformation of a medical store into a modern concept store for healthy sleep
Dobrze wyspani is a developing brand that grew out of the medical store Faktoria Snu, specializing in CPAP devices and equipment for treating sleep apnea. The brand chose transformation towards a concept store combining lifestyle with medical professionalism, offering a wide range of products supporting healthy sleep.
Objectives
- Transformation of the Faktoria Snu brand into a recognizable concept store combining medical professionalism with a lifestyle approach to the subject of healthy sleep.
- Building a distinctive product brand that allows scaling sales and entering the B2C market, not only B2B.
- Introducing a new offer and sales model tailored to the needs of different customer groups: from patients with sleep disorders to conscious consumers investing in regeneration.
Proposed solution
- We started with a market analysis, industry trends, and available reports to understand consumer needs and market gaps. We identified potential target groups and their expectations regarding sleep-related products.
- We conducted workshops with the owners and founders of the brand. We developed key values, mission, and vision of the brand, which became the basis for further activities.
Based on this work, we created:
- A brand and communication strategy containing a coherent brand narrative, communication language, key messages, as well as visual and content guidelines for all channels.
- A visual identity system reflecting the modern, expert, and at the same time friendly character of the new brand – from logo and typography to a consistent way of presenting the offer in the store and online. Check branding and our case study here.
- Concept store standards, including: interior design projects, merchandising, customer service rules, and tone of voice present both in the stationary store and online in e-commerce.
- We also prepared an action plan for the first 12 months, including the premieres of new products.
- We implemented the communication strategy in digital channels such as e-commerce, social media, and the website, which fully reflected the new image of the brand.
Results
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Brand and communication strategy
As a result of the conducted analyses and strategic workshops, we developed a document that includes, among others: brand DNA, brand story, slogan, differentiators, directions of offer development, tone of communication, and recommendations regarding product presentation and customer service – both online and offline.
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Implementation of the strategy at the point of sale
We supported the implementation of the strategy in the physical concept store space – from interior design projects and display rules to customer service and communication style in the store. The brand began to function in a new model that combines medical expertise with a lifestyle approach to healthy sleep.
