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
Some Gins are Authentically Galician, and Others are not.
Some Gins are Authentically Galician, and Others are not.
Branding to Catalyze a Cultural Change
Branding to Catalyze a Cultural Change
A round Trip through Time
A round Trip through Time
The Rebranding of an Academic Discipline
The Rebranding of an Academic Discipline
Fearless Cheese
Fearless Cheese
A Conscious and Purposeful Rum
A Conscious and Purposeful Rum
Creativity
A Hotel that Tells Stories
A Hotel that Tells Stories
A Sea of Aspiration
A Sea of Aspiration
The Technology that Moves Rocks
The Technology that Moves Rocks
Precision Aesthetics
Precision Aesthetics
Writing the Story on a Chessboard
Writing the Story on a Chessboard
Naming
Gastronomic Liturgy
Gastronomic Liturgy
The Pinnacle of a Way of Working
The Pinnacle of a Way of Working
Science with Will
Science with Will
Team, Control, and Solvency
Team, Control, and Solvency
Connecting Business Fleets with Sustainability
Connecting Business Fleets with Sustainability
A Cheese Made to Seduce
A Cheese Made to Seduce
The Coffee that Refuses to be Encapsulated
The Coffee that Refuses to be Encapsulated
Hosting from Shared Values
