NAMES & LOGOS
Creating a brand name and logo is both very complex and very simple. There are two main approaches:
The first approach, when done right, is preferable. It’s evidence-based, scientific, and considered the standard by major corporations and marketing agencies worldwide. However, it’s time-consuming, expensive, and often inefficient.
The second approach is like building an airplane while flying – you develop your brand while selling products and gaining trust.
Below are different suggestions for approaching new markets. These are just outlines – everything is flexible and there’s no absolute right or wrong.
MEET CLAUDE
We are big fans of AI and use it daily for many different tasks. Our go-to tool is Claude, which was also a key part of our research, brainstorming, and idea generation. Below are some insights and outcomes from this process.
Please act as a skilled and experienced branding specialist. I am working on re-branding and re-naming “Jesse”. A brand owned by the family owned company, JK Tuoretalo, who is producing premium mayo and fillings.
It is important that the new brand reflects the Finnish heritage, high quality, trust, partnership and, since we target foodservice across Europe, communicates directly to chefs in a straight forward tone of voice. However, I would prefer if we still could maintain a subtile quirky humor. At best underplayed, but never far away.
I am assigning You senior advisor for the task, and I will appreciate if You, first of all could create a template and workflow for how You would recommend we start this projekt.
I’ll help you develop a structured approach to rebranding “Jesse” while maintaining its core values and Finnish heritage. Let me outline a recommended workflow.
Phase 1: Discovery & Analysis
Heritage Audit
– Document JK Tuoretalo’s family history
– Map Finnish cultural elements that resonate with food service
– Analyze current “Jesse” brand equity
– Identify which elements should be preserved
Market Positioning
– Competitor analysis in European foodservice
– Premium mayo/fillings category conventions
– Chef pain points and decision drivers
– Cultural considerations across target markets
Brand Personality Development
– Define tone spectrum (professional ↔ quirky)
– Map Finnish characteristics that translate well
– Create brand personality archetypes
Would you like me to proceed with detailing the next phases of the workflow?
These would include:
– Name Generation Strategy
– Visual Identity Development
– Chef-Centric Communication Framework
– Implementation Planning
Also, could you share more about what aspects of the current “Jesse” brand work well or need improvement?
I’ll create a comprehensive list of Finnish symbolic elements, organized by categories:
Natural Elements & Phenomena
Birch trees (koivu) – symbolizing purity and new beginnings
Northern Lights (revontulet)
Midnight Sun (yötön yö)
Lakes (particularly Saimaa)
Pine forests
Snow/Snowflakes
Arctic fox (naali)
Swan (joutsen) – national bird
Brown bear (karhu) – national animal
Wolf (susi)
Cloudberries (lakka)
Lingonberries (puolukka)
Cultural Symbols
Sauna
Traditional puukko knife
Kalevala jewelry patterns
Marimekko patterns
Finnish flag colors (blue and white)
Suomenlinna fortress
Helsinki Cathedral
Wooden architecture
Folklore & Mythology (Kalevala)
Väinämöinen – wise old man, central Kalevala character
Sampo – magical artifact bringing prosperity
Kantele – traditional string instrument
Forest spirits
The giant pike
Maiden of the North (Pohjan neito)
Modern Cultural Icons
Moomins
Angry Birds
Nokia
Fiskars scissors
Design icons like Aalto vase
Iittala glassware
Historical/Traditional Elements
Traditional wooden boats
Log driving heritage
Agricultural tools
Traditional farmhouses
Viking heritage elements
Sámi patterns and colors
Please make me a list of 20 words or sentences that would be suitable as a brand name, based on our previous discoveries.
Puhdas (Pure)
Lakka & Co (Cloudberry & Co)
Pohjoinen (Northern)
Artisan Nord
Pure North
Koivu (Birch)
Nordic Fresh
Sisu Foods
Chef’s Kantele
Luotto (Trust)
Tuore (Fresh)
Arctic Kitchen
Karhu & Co (Bear & Co)
Nordic Truth
Chef’s Sisu
Suunta (Direction)
Lotta’s (Finnish female name with historical significance)
Sauma (Seam/Joint – implies partnership)
Honest North
Aito (Genuine)
…the chat went on for hours, but the outcome was that we narrowed it all down to about 20 keywords, which we then input into Namelix.
