Brief Background

Goal

Position Blue Diamond as the preferred snack choice for members of the slow fashion subculture by aligning with their values of sustainability, mindfulness, and quality.

Audience

Slow fashion enthusiasts aged 20-35 who prioritize sustainability, ethical consumption, and thoughtful lifestyle choices. They seek brands that align with their values, often participating in conscious consumerism and minimizing waste.

Problem

They struggle to find snacks that align with their values.

Desired Action

Choose Blue Diamond as a snack that complements their mindful lifestyle and aligns with their values of sustainability and quality.

Insight

Members of the slow fashion subculture wants every choice they make, from what they wear to what they eat, to reflect their commitment to sustainability and mindful living.

Key message

Snack consciously, live mindfully.