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TATHASTU SUB BRANDS

Fintech, Strategy, Naming, Brand Architecture & Identity

Intent: Creating a system of brands

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Tathastu is a modern tech-retail umbrella brand. The scope was the naming and brand architecture of three Tathastu subsidiaries, a Fintech, Credit and Logistics entity within a geared towards creating and empowering consumers, as well as bridging vendor ecosystem/partnerships. The approach began with addressing two key areas:

 

  1. Understand the consumer, the category and company strengths across the 3 sub-brands : the fintech, vendor credit and logistics space.

  2. Create a naming system for the 3 sub-brands within the Tathastu ecosystem. Under the umbrella of the Tathastu Master brand, exploring the relationship between the 3 sub-brands to indicate their respective roles within the space.

Process

Category Research

A comprehensive study of brands across the Fintech payments space, Vendor financing & credit, Retail and logistics to understand the existing brands within the space, their nomenclature, identity and messaging  across touchpoints as well as their brand architecture was carried out for the following

 

Category analysis: Brand mapping across finance, commerce, loyalty & retail

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1. Payment Solutions Providers

2. Digital credits & SME Financing

Process

Consumer Research

Exploration of consumer personas and brand archetypes through a series of stakeholder and consumer interviews conducted across the decision makers and end-users of the products to identify the: 

  1. Primary consumer persona : The Progressive Balance seeker

  2. Key Insights & Brand Truths across

    1. Payment solutions : "My data should help me grow"

    2. Enterprise financing (Credit) : "A partner in the hero's journey"

  3. Define Brand roles and their evolution across ​

    1. Payment service providers : From Middle man to Intelligent mate

    2. Vendor financing and credit : From Smooth operator to Financial coach

Brand Architecture

Architecture and Naming

Brand Positioning & attribute system

Approaches to house the sub-brands within the ecosystem from an understanding of brand and category insights.

 

Brand name exploration: Name generation exercise carried out through an exploration and study of  words across languages and cultures. Create resonance through addressing :

  1. Insights from brand and consumer research

  2. Connect to the Master brand Tathastu - “Limitless” idea through the following

    1. Derivatives from the name

    2. Symbolic derivatives

    3. Attribute derivatives

    4. Sound derivatives

Generation of over 100 names through a co-creation, workshopping process.

Brand Identity

Logo Explorations

Exploration of identities under the brand architecture systems through the brand attribute cues and a symbolic system to connect the brands under 2 approaches:

  1. Category and consumer insights

  2. Tathastu derivatives

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