We found no more than a few consolidated and developed brands. Almost everyone was build in a superficial purpose and planning. In rare cases in which they were professionally managed, their speech and story were far from being cozy and welcoming. It’s not a random thing, resellers and shopping clubs was commonplace.
Instead, the target was identified by his passion for good food and the culinary’s ritual.
So, the aim was to make the brand grounded in 3 pillars:
1) The product differentiation: handcrafted with the high-quality raw material without preservatives, chemical additives or artificial flavorings, the products adds differentiation to any dish and can be used to make elaborate recipes or simple daily dishes. It’s rich in sensoriality and inviting by appearance (you can see the texture and colors), by curious aromas and surprising tastes. It plays with our senses.
2) Inspiration/connection: “Plezi” means “pleasure” in Creole lingo, original from the French colonies of West Indies and default in New Orleans, Caribbean and Central America. The recipes are French and Spanish (obviously) using the local ingredients. The tastes are robust, intense, spicy taking strong spices and herbs.
3) Consumer X Category: Not everyone can cook, but everyone loves to eat. And people have a natural curiosity by search and discover new stuff, especially the tasty ones. Besides, the other brands treat their customers like chefs. We don’t like it! We want to share and invite. We want to bring the beginners to the kitchen and go to the table with the experts. 🙂