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Pit Stop

The brief

Ufresh, a nuts and dried-fruit retailer, needed a sub-brand name for a new range of honey-and-nut snack bars sold at retail.

The approach

A literal benefit name had little chance of standing out in the category, so we designed through concept transfer. Among the options, Pit Stop stood apart — borrowing the world of motor-racing's refuelling stop as a vivid metaphor for a quick energy recharge.

Why the name works

It carries strong associations of refuelling and stored energy, giving the bars a distinctive, ownable identity on the shelf.