Sultan is now Tunto

The original Sultan name was seen as outdated and misaligned with the brand’s values concerning responsibility. To reposition the brand, the name and its core message needed to be refreshed to better reflect the brand’s values and objectives.

At the outset of our collaboration, we familiarized ourselves with the brand’s current standing and the objectives of the rebranding effort. We organized co-creation workshops to better understand the brand’s context and the expectations of its customers.

Based on this research and the outlined goals, we worked with the client to develop and refine the brand platform, crystallizing the brand promise, tone, and key communication guidelines.

The new name, Tunto, is more inclusive and resonates better with the brand’s target group and core values of quality, reliability, and responsibility.

The new name highlights the quality of the product as it is strong and trustworthy while also evoking a sense of touch and feeling. The name is easy to remember and pronounce, ensuring that customers can readily identify and recall the brand.

We also renewed the Sultan packaging to be more contemporary and appealing. The new packaging features a clean, minimalist design that remains familiar to existing customers while effectively communicating the brand’s values to a broader audience. Both the new name and packaging have been well-received by both old and new customers alike.