Launching the Vigo Brand — Creating a Global Café Experience in the Libyan Market

Lack of well-known global brands in the Libyan market, particularly in Benghazi; difficulty of global brands entering the local market; and consumers' need for an experience close to the global ones they encounter when traveling or visiting developed countries.

Our company worked on launching Vigo according to a comprehensive strategy: identifying local consumers' real needs and understanding their expectations from global cafés; designing a unique, innovative brand experience featuring a varied range of items, with careful attention to detail in beverages and light meals; focusing on packaging and communications aligned with the target segments to ensure the products' appeal and effective communication with customers; launching the brand in April 2021 with a focused marketing plan to attract customers seeking a distinctive experience that rivals global brands; and using communication channels and promotional materials to highlight the brand's uniqueness and added value for consumers.