Fig. 1 The light bulb moment (author's own)
The first name idea I had in mind for the brand was 'Rings', but I wasn't too sure about it as that sounded more like a brand directed towards kids only. I wanted the name to have a homely, warm feel to it. So I started to doodle a bit, I wrote 'Rings' down, then thought of my targeted customer, and wrote coeliac, so my product is gluten free, the gluten free symbol tends to have a ring around it, doughnuts are also round... round= circle? So a full circle could symbolise a doughnut and the gluten free sign. Gluten intolerance effects your life on a day to day basis; life, ring, circles? 'Circles of Life'! It was a eureka moment. The slogan however came to me instantly... 'The food you've missed' then immediately turned into 'The flavours you've missed...'.
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