Behind the Screens: Tallo Naming
The guys at Tallo (before it was called Tallo) came to us with a vision. A brand that carried the warmth, style and class of an Italo-American, neighbourhood eatery.
Trouble was, they didn’t have a name for it.
So, that’s where we came in. Through exploring sound symbolism and the different feelings that various sound give off, we spoke about and shared various ideas on what the brand could be named. Here’s a handful that didn’t quite make the cut.
Rena
The Italian word for sand, the word “Rena” both pays homage to the sites history and evokes feelings of calm, clarity and warmth.
Characteristics: Peaceful, welcoming, delightful
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mimo
The word “mimo” is the abbreviation for Miami Modern (MiMo), the style of Art-Deco architecture that is popular within Miami.
Characteristics: Comforting, affectionate, stylish
It was at this stage that the idea for the tagline “West Coast Beers, East Coast Plates” came to us which ended up being the line they used.
Ellis
Ellis refers to an important area in New York City’s history. Ellis Island. Famous for being the primary immigration station for the United States where millions of Italian immigrants passed through. Ellis Island became a symbol of hope, opportunity, and the American dream.
Characteristics: Friendly, gentle, welcoming
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Mamma
Inspired by the buildings architecture, Mamma is warm and delightful. The sweeping arches everywhere you look resemble m’s and a’s.
Characteristics: Love, comfort, nurturing