INCREDO

Product naming Company naming
Descriptor advising

Now known as Incredo (they liked our product name so much they renamed the parent company to the same name!), this food-tech company is reshaping the way the world thinks about sugar. Originally Douxmatok, they asked us to help name their breakthrough ingredient: real cane sugar, structured to deliver the same sweetness with up to 50% less. We partnered with them at a critical early moment to name not only a product, but a paradigm shift in food science.

INCREDO

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The challenge was twofold: communicate that this ingredient is, in fact, real sugar—and simultaneously better than the ...
The challenge was twofold: communicate that this ingredient is, in fact, real sugar—and simultaneously better than the sugar people know. In a crowded sweetener landscape dominated by artificial substitutes and “natural” but confusing claims, we sought to establish a new category: a sugar that doesn’t compromise. Our strategic recommendation went beyond just the name—it included insisting the name always appear with the word “sugar.” That name? Incredo. Suggestive, bold, and brimming with optimism, Incredo signals what’s true: this is real sugar, made incredibly better. Today, it not only brands their flagship product, but also stands as the company’s new name—proof of its enduring power.
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