Grupo TGT needed a brand to make its cheese desserts competitive. Although its credentials in dairy products are more than proven in a brand like theirs, it was strategic to enter the dessert aisles clearly and without any doubts for consumers.
Desserts
to re-
peat
STARTING POINT
SOLUTION
We sought to mention the word “dessert” very clearly with a twist that would make the brand memorable and allow it to grow tomorrow towards non-cheese or non-dairy-based specialties.
Use the prefix re- to connect with indulgence and with that tendency to repeat... in desserts.
A play on words taking advantage of a clear opportunity for memorability: combining the words "repostería" (pastry) and "postre" (dessert).
An ending in -ia, like a store, a sweet shop.
With an article we generate a sense of uniqueness and tradition
The S subtly inserted in the word “repostería” adds a new, fully perceptible meaning.
Maintaining the ending -“ía” generates a sense of range, variety and knowledge, almost like a specialist shop.
Project details
Project Date
2019
Tasks
Naming
Client
Grupo TGT
Agency
Morillas
Brand strategy
Branding to Catalyze a Cultural Change
Branding to Catalyze a Cultural Change
Some Gins are Authentically Galician, and Others are not.
Some Gins are Authentically Galician, and Others are not.
A round Trip through Time
A round Trip through Time
A Conscious and Purposeful Rum
A Conscious and Purposeful Rum
Fearless Cheese
Fearless Cheese
The Rebranding of an Academic Discipline
The Rebranding of an Academic Discipline
Creativity
The Technology that Moves Rocks
The Technology that Moves Rocks
A Hotel that Tells Stories
A Hotel that Tells Stories
Precision Aesthetics
Precision Aesthetics
Writing the Story on a Chessboard
Writing the Story on a Chessboard
A Sea of Aspiration
A Sea of Aspiration
Naming
A Cheese Made to Seduce
A Cheese Made to Seduce
Connecting Business Fleets with Sustainability
Connecting Business Fleets with Sustainability
The Pinnacle of a Way of Working
The Pinnacle of a Way of Working
The Coffee that Refuses to be Encapsulated
The Coffee that Refuses to be Encapsulated
Hosting from Shared Values
Hosting from Shared Values
A Small-Big Cooking Trick
A Small-Big Cooking Trick
Gastronomic Liturgy
Gastronomic Liturgy
Science with Will
