QNITY
Market research and CustDev interviews — focus groups, brand platform, naming, visual identity, go-to-market strategy
Client Challenge
QNITY, a non-nicotine vape brand, needed to define its positioning and build a clear go-to-market strategy in a rapidly evolving and highly competitive category. The challenge was to understand consumer motivations, identify relevant functional benefits, and shape a brand that could stand out in the UAE and Saudi Arabia markets.
Our Approach
We conducted deep qualitative research with the target audience, as well as with shop assistants in vape shops, spa studios, and pharmacies to uncover real motivations, behaviours, and purchase drivers.
Through comprehensive market and price analysis, we developed the portfolio strategy and price architecture tailored to regional dynamics.
We also identified the optimal flavour range and its functional effects — relaxation, balance, focus, and better sleep — shaping a product line that delivered emotional and practical value.
Beyond strategy, we created the full brand world: naming, visual identity, the Big Idea, and the communication platform — bringing a distinctive and beautiful brand to life with clarity and emotional resonance.
Through comprehensive market and price analysis, we developed the portfolio strategy and price architecture tailored to regional dynamics.
We also identified the optimal flavour range and its functional effects — relaxation, balance, focus, and better sleep — shaping a product line that delivered emotional and practical value.
Beyond strategy, we created the full brand world: naming, visual identity, the Big Idea, and the communication platform — bringing a distinctive and beautiful brand to life with clarity and emotional resonance.
Results
A full go-to-market strategy ready for rollout in 2026, supported by a clear roadmap for launch and scalable growth across the UAE and Saudi Arabia.
A memorable brand with strong positioning, cohesive naming, expressive branding, and communication designed to stand out and grow in a fast-moving category.
A memorable brand with strong positioning, cohesive naming, expressive branding, and communication designed to stand out and grow in a fast-moving category.