NAMING product & product lines. Claims, copywriting.
Work focused on achieving a profound change in the MACAP’s tone of voice and the identity of the product, excessively accommodated in a vapid B2B communication and catalog.
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The concept for Naming was very simple, but a little fun and capable of causing a cascade of concepts. All products and product lines should have a name ending in "o." These names had to characterize what our action was like, our way of interacting with each device. A dynamometric tamper is called POGO because of the blow with which it compacts the coffee, a grinder developed for the creativy of Specialty Coffee is called LABO, the domestic line is called STUDIO, a tamper with rounded shapes that is manipulated with a twisting gesture is called RONDO...
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Once the perspective and the door to fun are open, creating emotional claims and texts for a catalog or the company profile is a game that only requires listening deeply to the factory and the product.
Expressions such as Espresso Is A State Of Grinding, The Other Coffee Machine, Grinding For The People, Tamping Makes Espresso... perfectly define not only the function of a product, but also its character and value.
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Contacts
gestio@tornadeira.com
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A NOTICE TO VISITS
Dear All, I'm starting this portfolio. It is still a partial draft without shape. I apologize and ask your understanding for the lack of order and format and for the gaps in the documentation, in the explanations or in the details of collaborators or suppliers of some posts.