Strategy & Naming — Concept project

Punt Nou

Catalan for "new point." Short, ownable, and reads cleanly in both Catalan and Spanish — the two languages the client’s actual shelf competes in.

  • Rejected
  • Origen
  • Vermell
  • Nou Vessant

Punt Nou is a self-initiated concept project — an invented pre-launch consumer-goods brand made by the studio to demonstrate its approach to a naming engagement. It was not commissioned by a real business.

01 — Challenge

  1. A pre-launch consumer-goods founder had a working name internally that tested badly in Catalan and didn’t clear a basic domain/handle screen.
  2. The category was crowded enough that a generic, descriptive name would have disappeared on a shelf next to established competitors.
  3. The brief needed a name validated before any money went into packaging or a website built around a word that might not survive contact with the market.

02 — Approach

Survey read the category shelf in both Catalan and Spanish, and the founder’s own brief for what the brand needed to signal — new, local, a little proud of where it’s from. Found set the naming criteria: it had to work bilingually, clear a domain/handle screen, and avoid the generic-descriptive trap the category was full of. Build ran three rounds of generation against those criteria — "Punt Nou" emerged in round two, alongside the rejected alternatives shown above, each rejected for a specific, stated reason (too close to an existing competitor, too hard to say aloud in Spanish, too generic to trademark cleanly). Finish delivered the shortlist with full rationale and a one-page brief formatted to open a Brand Identity & Strategy engagement — this is the naming/strategy case specifically because the deliverable is language, not an image, which is why this page carries no photograph: the type composition above is the actual artefact a naming project produces.

04 — Outcome

  1. A name that reads cleanly in both Catalan and Spanish — validated in the language the product would actually be sold in, not just the language of the brief.
  2. A documented rejection log for the three alternatives, so the founder could see the reasoning, not just be handed a winner.
  3. A one-page brief that opened directly into a Brand Identity engagement — this is the upstream service, and this project shows the handoff working exactly as designed.

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