A startup contacted us to begin building resistance to a business model that was harming the planet and the capsules. They were looking for a name that could be the banner of a revolution as necessary as it is delicious: specialty coffee beans by subscription, which allowed access to a super-automatic machine at a low price. The plan to defeat the capsules.
The coffee
that refuses
to be
encapsulated
STARTING POINT
SOLUTION
We decided to think of a name that would support the brand’s rebellious attitude but that would have readings beyond this trait, to allow it to evolve in the future and, above all, to sustain a more premium proposal in some ranges of coffee.
Rebellion was a key ingredient but could not monopolize the recipe. This idea, together with the fact that the availability of descriptive names in the requested classes and territories was very low, made us opt for evocative names that connected to the Latin and Italian sonority, characteristic and associated with many coffee brands.
A democratic, rational, accessible name for loyal and casual coffee lovers, which can accommodate the entire organoleptic dimension of the category and the diversity of countries in which it is produced.
A name with a defiant, forceful, and confident attitude.
That fits into the coffee category and can bridge the gap between mainstream and specialty coffee, without sounds that are too technological.
1
“In-” as a particle of negation
2
“Capto”, in allusion to coffee capsules, the brand’s nemesis.
3
Sound in Latin, “that which cannot be captured”
Project details
Project Date
2019
Tasks
Naming
Client
Incapto
Agency
Morillas
