We found no more than a few consolidated and developed brands. Almost everyone was built around a superficial purpose and planning. In rare cases in which they were professionally managed, their speech and story were far from being pleasant and welcoming. No wonder resellers and shopping clubs are commonplace.
Instead, the target was identified by its passion for good food and the culinary habits.
So, the aim was to make the brand grounded in 3 pillars:
1) The product differentiation: handcrafted with high-quality raw materials and 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, and spicy using strong spices and herbs.
3) Consumer X Category: Not everyone can cook, but everyone loves to eat. And people have a natural curiosity by searching and discovering new things, 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 have them join the experts at the table. 🙂