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FORTO CASE STUDY
SUMMARY
Sector: Food & drink
Brand type: Product
Primary Client: Kerrygold
Secondary client: None
Trademark territories: 4
Trademark classes: Total 4
Geographies: Saudi Arabia, UAE, Russia, International
Languages: 3 languages
Validation types: Localized Language, International Language, Trademark Identical, Trademark Extended, Google, URL
International Standards Implemented: Prior to ISO registration
BACKGROUND
Following the success of the Appella-named Eureka brand for the Middle East the previous year, Kevin Friel of the Irish Dairy Board, currently in 2023 operating under the Ornua banner, needed a name for their new powdered milk brand test launching initially in Tunisia in 2015.
PROJECT
Of the three brand criteria we were working with which targeted mainly young mothers, we began to focus on the ‘cool-ness’ and ‘mother’s love’ brand criteria both practically and metaphorically. Of the various semi-made-up words we created, mainly based on Arabic roots, FORTO with the Latinate reference to ‘strength’ and similarities to both futur, fitar both meaning ’breakfast’ in Arabic and fitra, Arabic ‘nature; character,’ emerged as the most popular. FORTO is now sold in more than 15 countries across central Africa.
