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The Royal Mint Gifting
The Royal Mint saw an opportunity to broaden their conventional approach to selling direct to consumers via the web by entering into retail with a gifting range.
They had historically spoken to their customers about commemorating well known events and therefore communicating a gifting occasion was a very different approach. This also identified an issue around understanding the role of the gifting aesthetic and ritual and how that relates to the overall proposition and The Royal Mint brand itself.
Project Scope
NPD, product & range positioning, structural design, pack design
Main Questions
- What was the most appealing emotional hook for UK customers?
- What are the people going to spend on a gift and what are their expectations?
- What motivates people to give gifts and who do they buy for and what occasions?
