Context
In Lithuania, gravestone sellers are one homogeneous bunch. All of them have built their businesses on discounted prices and easy access. There are plenty of backyard side hustlers, all-year special discount givers and cemetery entrance occupiers. With such competition and plenty of choices, most people do not think much about buying a gravestone; they grab’n go.
Our task
We were asked to create an online and location-based funeral supply shopping experience that makes the rest of the competition redundant.
Strategy
A funeral is a difficult moment for the whole family, but it weighs on men the most. Losing a father means that you become the patriarch the family relies on. This happened to Richard, our persona.
Richard appreciates honesty, durability, humility and people, not things. He shops at Lidl and builds stuff with wood. Hence, we needed to build a brand around craftsmanship, traditional values and quality.