Qfifat Dar Case Study

Qfifat Dar is a newly launched online service in Morocco that offers fresh vegetable and fruit delivery straight to customers’ doorsteps. Unlike more established e-commerce categories, online grocery delivery—especially fresh produce—is a relatively new concept in the local market. Consumers were skeptical about quality, freshness, and reliability, making trust-building a major challenge.

For this project, I took on a full-scale brand development role, crafting everything from brand identity, color schemes, and marketing materials to social media content and website design. The goal was to establish Qfifat Dar as a trustworthy, high-quality service and create a seamless digital experience that would drive conversions and encourage repeat orders.

Key challenges included:

• Communicating trust and quality to a skeptical market.
• Developing a seamless website and checkout process to convert interest into actual sales.
• Building a brand identity that reflects freshness, reliability, and convenience.
• Creating effective marketing materials, both for digital and offline campaigns.

Since the website was the main source of orders, it became the core focus. A well-designed, fast, and user-friendly site was essential to convince hesitant buyers to place their first order.

• The website was designed to be highly intuitive, visually appealing, and optimized for conversions.
• Special attention was given to the checkout process, running multiple tests to ensure a smooth and frictionless experience.
• Trust signals were integrated into the site, including high-quality product imagery, clear pricing, and transparent service information.
• The marketing strategy began with printed flyers as the first ad campaign, targeting local neighborhoods to introduce the brand.

As awareness grew, we expanded efforts to social media advertising, focusing on Instagram as a primary platform for customer engagement. A content strategy was implemented, including daily Instagram updates on market prices for fruits and vegetables, helping build customer habit and trust in the service.

The newly designed website and brand identity successfully positioned Qfifat Dar as a premium, reliable fresh produce delivery service.

Within the first two weeks:

• The website converted more than five customers—a strong start for a new and unfamiliar service.
• Three of those customers provided very positive feedback and became repeat buyers, reinforcing trust and proving the potential for long-term growth.

While the numbers may seem small at first, breaking into a market with low consumer trust in online grocery shopping was a significant achievement. The strong branding, optimized website, and strategic marketing efforts created the foundation for continued growth and customer retention.