The one-week stall test

Before we draw a single letter, someone from the crew spends a week where the product is sold. Not in a meeting room. At the stall, the counter, the bus park. We write down exactly what people say when they ask for it.

For Papayo that week gave us the name. Nobody said “papaya juice”. They said “give me the yellow one”. You can’t get that from a brief. You get it from standing in the heat with a notebook.

It costs the client five days. It has saved every one of them from a name nobody would ever say out loud.