By conducting detailed research in the market, it was found that some consumers do not see any connection between themselves and the brands they buy in this area, and the level of loyalty and association needed was shallow.

Therefore, designing the desired identity for the young target audience is formed on the idea that life’s moments are much more valuable than being spent on cooking. The brand’s campaigns feature a humorous hero character who is supposed to save the audience from cooking. The shortest form of the message is to pay attention to the young audience to “live,” which should be included in laborious tasks such as cooking. Therefore, the brand’s tagline became: “This is the Makenzi; the moments must be lived.”