A naming and brand concept project for a food-related brand, focused on creating a distinctive identity that feels bold, memorable, and immediately engaging.

Food and FMCG brands often rely on descriptive or overly safe naming, making it difficult to stand out in a crowded and highly competitive category.

The challenge was to:

• Create a name that is instantly recognizable and ownable

• Reflect the product’s character and sensory appeal

• Build a foundation for a strong and expressive brand identity outside common practice

In food branding, names have to trigger sensation.

The most effective names are those that feel immediate, physical, and memorable, something you can almost taste or feel.

A name derived from the idea of crust, evoking texture, crunch, and sensory experience.

Short, sharp, and distinctive, the name captures both the physical quality of the product and a bold, contemporary tone of voice.

• Developed the concept centered around the sound and feel of the crust

• Collaborated with a tech-savvy team to create an algorithmic expression of a juicy bite

• Translated this expression into code and visuals for branding materials

• Planned to make the coding accessible to the audience, allowing them to create and share their own algorithmic bites

• Established a distinctive and ownable brand name

• Created a strong base for brand personality and communication

• Differentiated the product through tone, sound, and sensory association