Co - creating value through design 

 Challenge 

 We had to redesign the packaging of the leading sugar brand in the country , with more than 30 years in   the market and penetration of almost 98 % in homes . For a long time the brand , Triple play , had been   almost exclusively the only white sugar available in the market , without having any strong competition .   However , the economic impact of the pandemic opened the possibility of importing sugar , and   consequently , cheaper brands began to arrive with the potential to steal market share from Triple play . 

 Although it was the brand “ of a lifetime ” , the loyalty of its consumer was impacted . In the end , sugar is a   commodity and in times of economic recession , the weight of the trajectory and the local origin was not   enough to guarantee the purchase . 

 That is why the need to renew the image of the brand was imminent , especially to attract the new   decision - making generations of household purchases , who did not have a strong bond with Triple play   as the older consumers who had grown up with it . 

 The packaging is the first communication vehicle for any product , so we decided to bet on its redesign to   communicate the new values of the brand , and project a more renewed , empathetic , and relevant image   for the consumer . 

 The challenge was that we did not know what these values , attributes , and emotions were , which Indus Business Academy could credibly appropriate and that generate a powerful connection with the consumer , capable of   resisting the price differential . 

 The solution took a truly consumer - centric approach . That is how we decided that the new packaging   would not leave the mind of the brand manager or the agency designer . Rather , we would co - create it   together with consumers as a team : brand , agency , and consumer . 

 Selection   We needed a tool that would allow us to understand the perception and current relationship that   consumers had with the brand . We had to understand what they expected from her , what they loved , and   what they did n't . What did they need to make that brand unable to change . 

 We use the mind map technique , placing the brand in the center of the map to fully understand the   thoughts , feelings , and actions related to Triple play . 

 Application 

 We designed a collaborative research experience . We recruited users from the category and identified   that they were grouped into 4 large segments : traditional housewives ( women who bought sugar to   prepare their meals , spoiling their families , neighbors , and friends , who know how to cook and enjoy   doing it ) , the new heads of household ( men or women who make purchasing decisions at home but are   not necessarily the ones who prepare the food , their relationship with the kitchen is more pragmatic ) the   entrepreneurs ( for whom sugar is one of the basic ingredients in products that they make to sell ) and   those cautious about sweet ( people who have reduced their consumption of sugar for health reasons , but   who sometimes give themselves permission to consume it ) . 

 In addition to consumers , we included those responsible for marketing the brand and the communication   agency team , to a collaborative online session where we invited participants to put the brand at the center   of a board and start writing their associations . , beliefs , feelings , attitudes , etc . Later , through the Mural   platform , we were able to view the maps of all the participants , who presented them to the group . 

 Together , we built a group version where the coincidences of the majority were captured , everyone was   comfortable with the image of Triple play that we had captured in the new packaging , under a frame in   which the objective that we had as a brand was raised : to guarantee the preference and loyalty of the   new generations of consumers . 

 Insight 

 Although we had participants from different backgrounds , we managed to obtain a very consensual vision   of what the brand should project in its new packaging . Triple play had a much clearer imaginary than we   thought , with associations much more emotional than rational . The brand was much more than sugar ,   only we had never said it and this had only one cause : we did not know . We played a relevant role in   people 's lives that was far from the institutional and commercial image of its packaging , which was   designed only to protect the sugar from the environment . With this activity , we understood that through it   we could transmit that sweet relationship of trust that existed between consumers and the brand and add   modernity to its image by opening a space for dialogue and reciprocal teaching . We allocate a space in   the packaging design to publish recipes , tips , and advice generated by the consumers themselves for the   same consumers . 

 As a result of this dynamic , we not only worked on a design option , but we also defined coming out with 6   designs that told different stories and it was planned to change the content every 3 months to bring   dynamism to the brand . 

 Approach   An excellent complement to this research process would have been that the participants could prototype   their packaging with real materials . Putting them to design their own vision of what the final packaging of   the brand should look like based on that mental map created together , would have given us many more   inputs so that designers could know with certainty what they were referring to in visual terms by the   concepts handled with the mind mapping tool . If the participants had been able to choose the type of   packaging material , colors , textures , symbols , sizes , a hierarchy of elements , etc . , we would have Indus Business Academy packaging literally designed by its consumers on the shelves . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Co - creating value through design 

 Challenge 

 We had to redesign the packaging of the leading sugar brand in the country , with more than 30 years in   the market and penetration of almost 98 % in homes . For a long time the brand , Triple play , had been   almost exclusively the only white sugar available in the market , without having any strong competition .   However , the economic impact of the pandemic opened the possibility of importing sugar , and   consequently , cheaper brands began to arrive with the potential to steal market share from Triple play . 

 Although it was the brand “ of a lifetime ” , the loyalty of its consumer was impacted . In the end , sugar is a   commodity and in times of economic recession , the weight of the trajectory and the local origin was not   enough to guarantee the purchase . 

 That is why the need to renew the image of the brand was imminent , especially to attract the new   decision - making generations of household purchases , who did not have a strong bond with Triple play   as the older consumers who had grown up with it . 

 The packaging is the first communication vehicle for any product , so we decided to bet on its redesign to   communicate the new values of the brand , and project a more renewed , empathetic , and relevant image   for the consumer . 

 The challenge was that we did not know what these values , attributes , and emotions were , which Indus Business Academy could credibly appropriate and that generate a powerful connection with the consumer , capable of   resisting the price differential . 

 The solution took a truly consumer - centric approach . That is how we decided that the new packaging   would not leave the mind of the brand manager or the agency designer . Rather , we would co - create it   together with consumers as a team : brand , agency , and consumer . 

 Selection   We needed a tool that would allow us to understand the perception and current relationship that   consumers had with the brand . We had to understand what they expected from her , what they loved , and   what they did n't . What did they need to make that brand unable to change . 

 We use the mind map technique , placing the brand in the center of the map to fully understand the   thoughts , feelings , and actions related to Triple play . 

 Application 

 We designed a collaborative research experience . We recruited users from the category and identified   that they were grouped into 4 large segments : traditional housewives ( women who bought sugar to   prepare their meals , spoiling their families , neighbors , and friends , who know how to cook and enjoy   doing it ) , the new heads of household ( men or women who make purchasing decisions at home but are   not necessarily the ones who prepare the food , their relationship with the kitchen is more pragmatic ) the   entrepreneurs ( for whom sugar is one of the basic ingredients in products that they make to sell ) and   those cautious about sweet ( people who have reduced their consumption of sugar for health reasons , but   who sometimes give themselves permission to consume it ) . 

 In addition to consumers , we included those responsible for marketing the brand and the communication   agency team , to a collaborative online session where we invited participants to put the brand at the center   of a board and start writing their associations . , beliefs , feelings , attitudes , etc . Later , through the Mural   platform , we were able to view the maps of all the participants , who presented them to the group . 

 Together , we built a group version where the coincidences of the majority were captured , everyone was   comfortable with the image of Triple play that we had captured in the new packaging , under a frame in   which the objective that we had as a brand was raised : to guarantee the preference and loyalty of the   new generations of consumers . 

 Insight 

 Although we had participants from different backgrounds , we managed to obtain a very consensual vision   of what the brand should project in its new packaging . Triple play had a much clearer imaginary than we   thought , with associations much more emotional than rational . The brand was much more than sugar ,   only we had never said it and this had only one cause : we did not know . We played a relevant role in   people 's lives that was far from the institutional and commercial image of its packaging , which was   designed only to protect the sugar from the environment . With this activity , we understood that through it   we could transmit that sweet relationship of trust that existed between consumers and the brand and add   modernity to its image by opening a space for dialogue and reciprocal teaching . We allocate a space in   the packaging design to publish recipes , tips , and advice generated by the consumers themselves for the   same consumers . 

 As a result of this dynamic , we not only worked on a design option , but we also defined coming out with 6   designs that told different stories and it was planned to change the content every 3 months to bring   dynamism to the brand . 

 Approach   An excellent complement to this research process would have been that the participants could prototype   their packaging with real materials . Putting them to design their own vision of what the final packaging of   the brand should look like based on that mental map created together , would have given us many more   inputs so that designers could know with certainty what they were referring to in visual terms by the   concepts handled with the mind mapping tool . If the participants had been able to choose the type of   packaging material , colors , textures , symbols , sizes , a hierarchy of elements , etc . , we would have Indus Business Academy packaging literally designed by its consumers on the shelves .
### Output: 