01
Audience research & strategy

Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:

The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.

These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

01
Brand design & copywriting

Home > Case studies > Ipoh: Customer and market research to guide reusable lunchbox strategy

Ipoh: Customer and market research to guide reusable lunchbox strategy

About

ReCo Digital worked with Malaysian restaurant Ipoh to support the launch of their new lunchbox to reduce plastic waste. We conducted in-depth research to understand customer behaviour, market trends and key competitors — helping shape product design, marketing and distribution strategies.

Project goals

Identify B2C target audience and customer personas
Inform product design based on customer feedback
Guide marketing strategies

01
Deep dive into target audience

Based on competitors’ target market, we identified eco-conscious Gen Z and Millennial women as the core audience. We sourced and interviewed 20 people to learn about their behaviours, values and pain points.

We then analysed the insights to define clear customer personas and expectations around design, features and price.

02
Explore the Australian market

Using social listening and media research, we uncovered what people are talking about, how they feel and what they value — including health, convenience and sustainability.

We also used platforms like Amazon to track popular products, emerging trends and growth categories in the lunchbox space.

03
Analyse key competitors

We reviewed messaging, SEO and social media activity across leading brands. Our research mapped the market by price points, visibility and appeal — and compared these with what users actually want.

We also studied how top competitors built their online presence — from ad spend to influencer marketing — giving Ipoh a clear view of strategies to adopt or avoid based on what works in the space.

04
Align sales channels with customer insights

We explored sales and partnership options that fit with our target customers’ habits and values. This included eco-friendly stockists, boutique marketplaces and B2B partnerships — all feeding into a stronger go-to-market strategy.

Project impact

The research gave Ipoh and its stakeholders a clear roadmap for launching the product — informing product design, pricing, marketing strategy and growth opportunities with real-world insight.

Key takeaway

Research revealed shared values, price expectations, and product preferences among the target audience
Market and cultural insights informed key product and business decisions
Competitor analysis and aligned channel strategy clarified how to stand out and what to avoid

Our services

Target market research & persona development
Market trends & consumer insights
Competitor & pricing analysis
Distribution & partner channels recommendations

Links

www.ipohhawker.au

Credits

Thumbnail (previous page) and all images: freepik.com

Written by Gabrielle Dela Cruz. Gabrielle has a deep passion for science communication and sustainability. Currently pursuing a bachelor’s degree in Earth and Atmospheric Sciences at Cornell University, she brings a thoughtful, creative approach to her work at ReCo Digital — driven by purpose and curiosity. Connect with Gabrielle on LinkedIn.

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Relevant case study

Crafted Liberation: Audience-led strategy for cultural disruption

How deep audience research and cultural insight shaped a brand narrative around one of the most politically-charged design projects in Australia.

01Audience research & strategy

01Brand design & copywriting

01Brand design & copywriting

Ipoh: Customer and market research to guide reusable lunchbox strategy

01Deep dive into target audience

02Explore the Australian market

03Analyse key competitors

04Align sales channels with customer insights

Relevant case study

Crafted Liberation: Audience-led strategy for cultural disruption

Flyover: Rebrand through customer insights