Week 3 Part B: Developing a Brand

I am working on a project to introduce the Brazilian tapioca as an alternative meal targeted to the health and eco conscious population of Southern California. A nutrient-dense and high-energy snack that is based on the cassava root, a superfood vegetable, naturally gluten-free, non-GMO and vegan. In addition, the tapioca flour provides a unique texture to the crepe - it is chewy and crunchy at the same time, making it difficult to compare it with anything else.

The word tapioca however has other different meanings in the U.S. and there is not a clear customer association to the Brazilian style tapioca. In order to better define the product, we are also including the word “crepe” to reinforce the idea of a shell or taco look.

When researching for a name for the shop – our brand – I looked for something that was easy to say (short and simple) and at the same strong to be memorable.  A Brand that could not be confused or reminded with other food brands.

At the same time, there is a family history behind this planning project. The tapioca crepe idea was born when my wife helped our daughter, Isadora, to overcome her allergy to gluten. When we moved from Brazil to San Diego, Isadora as a teenager had a difficult time adapting to the local culinary and few gluten-free alternatives. Therefore, my wife began making tapioca crepes for my family, and our friends loved them. We want to share our delicious, gluten-free Brazilian food with our community and the plan is to launch the Dora Tapioca Crepe shop. We named it after our daughter Isadora, who served as the inspiration for this new venture.

The shop website is under construction. For the brand look, we are using a font “trend” with a headings size at least two times bigger than the other description texts. The text color is black and the background color is a neutral light beige. There is a draft for our tagline and we intend to use it online to improve search engine optimization - Fresh and taste health food. Gluten free and high source of energy. Order online.

The Dora Tapioca Crepe brand wants to be a mission-based company that is passionate about the purpose of making and sharing real food, gathering with our community, and advocating for healthier lifestyles.