Tenaz

An unstoppable force in commodities trading.

Summary

Sector

Retail, Food & Beverage

Services

Brand Identity

Brand Naming

Brand Positioning

Brand Strategy

Logo Design

Website Design

Website Development

Key Results

60% increase in sales projections.

Tripled workforce within three months brand launch.

Background

A group of experienced commodity traders embarked on a new venture, aiming to disrupt the conventional and saturated meat trading sector. With decades of industry experience, their goal was to introduce a brand that would stand out for its credibility, familiarity, yet distinct and intriguing identity in a competitive market.

Challenge

The main challenge was to design a brand that exuded establishment and sophistication while breaking away from the typical agricultural and pastoral themes dominating the sector. It was crucial to strike a balance between modernity and a solid sense of credibility.

Solution

Inspired by the values of elevation, establishment, and tenacity, we developed the brand name 'Tenaz,' a Portuguese play on 'tenacious’ and a subtle jab at their previous employer. We adopted a robust design strategy, conceiving a logo that showcased solidity, grounding, strength, and impact. We intricately integrated a bull's silhouette into the 'Z' as a subtle nod to the meat trading industry and as a physical embodiment of the 'Unstoppable' mindset. Complementing this symbolically rich design with a refined monochromatic black and white colour palette, we brought the brand to life, echoing the elegance and tenacious spirit of Tenaz.

Results

Since its inception, Tenaz has significantly impacted the commodity trading industry, tripling its workforce within just three months and gaining positive market acceptance. The brand's strong identity has been pivotal in its early success, embodying the tenacity, innovation, and unstoppable approach that defines Tenaz. This strategic branding by DSR has not only distinguished Tenaz in the marketplace but also solidified its foundation for sustainable growth and innovation.

We have a brand that has garnered immediate impact, credibility and has been welcomed by our network. We constantly receive compliments on the visuals and positioning of our brand and it has given us confidence to launch and grow.