FRESHst

After an in-depth market analysis of the QSR industry, and look at competitors, we discovered that providing the target audience with fresh yet convenient food on the go was the ultimate goal. Our key challenge was to create a unique, differentiated, and ownable name, as well as an identity that works for the QSR restaurant. The strategy revolved around the key target audience, the working-class Millennials. Drawing insights from their wants and needs, we concluded that they are very conscious about their food and choosing healthy options. To engage with them, we had to speak their language. Their conversation came in the form of a language that kept up with their fast-paced lifestyle. Numbers would replace words, and words would omit letters. So, we adapted the language of “generation-text” or GNR8N TXT.

We then mapped out all the players against the naming convention to give us an indication on which territory most competitors are claiming. Thereafter, we evaluated names against parameters on the validation matrix, and, based on the analysis results, eliminated a few of the conventions which we felt did not represent the new restaurant.