Veritas sells fashion accessories and materials for DIY. In 2016, Veritas launched a new concept geared towards creative DIYers, called ‘Atelier Veritas’. They asked us to develop consumer types that could be used as a guideline for marketing and development of the product assortment.
Based on our trend research, we devised four consumer types with different fashion styles. Each consumer type came with an elaborate description and moodboard, placing the persons in their own lifestyle worlds with the right products, colors and materials.
This allowed Veritas to make the right product choices, develop marketing imagery for different lifestyles and brief buyers and producers in detail.