Rebranding Portuguese Sauce Brand with Creative Rhyming Strategy
ConceptPaladin, a Portuguese sauce brand primarily known for its mustard, sought to redefine its positioning and expand its presence in the national market. The goal was to elevate Paladin beyond its association with a single product and establish it as a versatile, high-quality brand rooted in Portuguese identity. The concept, Spices of Portugal, positioned Paladin as a symbol of Portugals culinary creativity. Central to this repositioning was the use of rhymesa playful and culturally resonant feature of the Portuguese languageto create memorable and distinctive messaging.
Execution
The rebranding focused on crafting a bold and distinctive identity for Paladin, breaking conventional codes of the sauce category. Rhymes became a key element of the brands communication, giving each product a unique voice. The packaging design played a vital role, featuring black bottles with a bold red tongue symbol to signify flavor and spice. Collaborating with strategists Graça Martins and Vasco Durão, designer José Mendes (MAGA), and Mendes Gonçalves R&D team, the project created a cohesive brand identity that spanned packaging, messaging, and internal activation initiatives.
Results
The rebranding positioned Paladin as an innovative and recognizable brand nationally and internationally. The red tongue symbol and rhyming style became synonymous with the brands identity across dozens of products. Since 2012, Paladins consistent branding has boosted market share and earned international awards, solidifying its reputation as a proud representative of Portuguese culinary excellence.
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