• GMA Creative Firm


More than 50 references who speak with one voice

Mendes Gonçalves had a clear and ambitious challenge: to make Paladin its only brand of sauces and condiments while also making it a symbol of the quality of national products and the Portuguese business skills. A mirror of Mendes Gonçalves’ own art and resourcefulness.

The answer: to assign Paladin the territory of “Condiments of Portugal” (Temperos de Portugal) and build the communication of the brand upon a very characteristic key-element in Portuguese language: rhyme. From there, along with the brand strategists Graça Martins and Vasco Durão, MAGA atelier accepted the challenge of thinking on the new image for Paladin. A tongue was the natural symbol: for the flavor, the seasoning, the worded tone of the brand and to make a difference. The combination of these efforts was tasted first hand by the team at Mendes Gonçalves and Paladin was (re)born, THE brand of spices in Portugal, with more than 50 references.