Tone of Voice and Naming.

Burger King do Brasil was born as the operator of Burger King restaurants in the country. Over the years, it has expanded its portfolio in pursuit of its corporate goals. With a corporate brand always aiming for excellence in the food market, we define its purpose as: Connecting people through the authentic taste of our food. We translate your authentic, curious, efficient and passionate DNA into a positioning that proposes to bring the world to people through food. And we conclude with the tagline: Authentic in every bite. To strategically conclude the work, we decided to find a name to match. We arrived at a creation that translates all this intention and is easy to pronounce in any language: Zamp. In the Portuguese language, Zampar means to eat willingly, with appetite. A verb totally aligned with our business model and the construction of who the brand is. To bring more dynamism and personality, we eliminated the last two letters and voilà: ZAMP! The Verbal Universe accompanies the fun and pop energy of the Visual.