PALADIN: SPICES OF PORTUGAL
Mendes Gonçalves wanted to invest in the name and image of the Paladin brand, and to change its position in order to gain a greater share in the national market.
The objective was clear (and ambitious): to make Paladin its only brand of sauces and seasonings and, at the same time, a symbol of the quality of national products and the business skills of the Portuguese.
A challenge to the image of Mendes Gonçalves' own art and ease.
Paladin - Seasonings from Portugal
The answer: assign Paladin the territory of “Temperos de Portugal” and build the brand's communication on a very characteristic element of the Portuguese language: the rhyme.
From then on, with the brand strategists Graça Martins and Vasco Durão, Atelier MAGA accepted the challenge of thinking about a new image for Paladin. A tongue was the natural symbol: for the flavor, for the seasoning, for the tone of the brand and to make a difference.
The combination of these efforts was first proven by the Mendes Gonçalves team and Paladin (re) was born: the spice brand in Portugal, with more than 50 references.
Mendes Gonçalves, 2012