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
Brand strategy
The Rebranding of an Academic Discipline
The Rebranding of an Academic Discipline
A Conscious and Purposeful Rum
A Conscious and Purposeful Rum
Fearless Cheese
Fearless Cheese
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
Creativity
A Sea of Aspiration
A Sea of Aspiration
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
Naming
Connecting Business Fleets with Sustainability
Connecting Business Fleets with Sustainability
Team, Control, and Solvency
Team, Control, and Solvency
A Small-Big Cooking Trick
A Small-Big Cooking Trick
Desserts to Re-Peat
Desserts to Re-Peat
A Cheese Made to Seduce
A Cheese Made to Seduce
Science with Will
Science with Will
Hosting from Shared Values
Hosting from Shared Values
The Coffee that Refuses to be Encapsulated
