the shelf

TGT is one of the largest manufacturers and distributors of cheeses in Spain, and in the midst of a major process of creating consumer-focused brands, they innovated with a cured sheep’s cheese with a very intense flavor made in the Roncal Valley.

Their deep knowledge of the sector and its categories gave them clues: in a market saturated with narratives and traditional appearance, there was only room for disruption. But how to dare to break the traditional tone of the brands that dominated the market?

The answer was a textbook counter-movement: if the rival to beat is pure tradition, let’s go against it. We took advantage of the folklore around sheep to create a cheese that would challenge it from the intensity of its flavor.

Thus is born, not only a brand, but a character and a story that is about reinventing folklore and terrorizing the cheese shelf.

Later, the Indomables gang grows with two more characters:

The project was recognized with a Bronze Laus in naming and the very fact that the client expanded the range under the same concept is a great indicator of success.

The case of TGT, in addition, shows with sales figures that when brands have clear but disruptive narratives, they stand out much more, impacting memorability and, of course, sales.