Toortitzi is a brand that promotes honesty and authenticity in a culture saturated with pretense and political correctness, utilizing natural ingredients for their snacks. The brand's manifesto emphasizes the importance of humor and candidness, challenging conventional influencer culture and the obsession with perfection. Their mascot, Manole the elephant, symbolizes the brand's commitment to frankness and serves as a reminder to embrace genuine experiences without fear of judgment.

1. TOORTITZI
SALTY SNACKS
C R E A T I V E
A P P R O A C H

2. TENSIUNE
CULTURALA
THE MODERN CULTURE IS BUILT on pretending, filtering/
altering reality and cliché.
• OUR IMAGE IN SOCIAL MEDIA
• THE IDEA OF A PERSONAL BRAND
• ADVERTISING IN GENERALJ
• INFLUENCERS
We have reached a point where the norm is a cliché.
Most of our society including brands are afraid to be honest and
transparent, or to be auto-ironic without being afraid to sustain
the funny side of life, to claim the truth without offending
‘politically correctness’ culture.

3. The modern world
needs more humor in
the imperfect
contexts
of everyday life
Toortitzi represent
the truthful side of
life.
Enjoy the honesty of
your choices.
Toortitzi are a
barometer for
candidness, a fun
break from all the
pretending out there.
They inspire people to
be genuine and frank.
RELEASE THE
HONESTY
THROUGH FUN!
Brand’s frankness going
beyond self-reference and
the snacking world, into
society.
Proud supporter of the
refreshingly honest and
fun moments.
TENSIUNE
CULTURALA
BRAND ROLE
PLATFORM
IDEA

4. TOORTITZI. SAVUROS DE
SINCERI.
No bull-shit stories about perfection in the everyday life.
We challenge the perfect influencers on their
pretentiousness, the pseudo-impeccable life of some, as
seen through the filters of social media.
And the too much political correctness that’s boring us to
death.
RTB’s
The real snack, baked not fried, good quality and natural
ingredients, ‘what you see is what you get’.

5. BRAND SLOGAN
TOORTITZI.
SAVUROS DE
SINCERI.

6. the modern culture is
built on
PRETENDING
FILTERS
CLISHES

7. it’s a
PRETENDING ‘TILL
YOU MAKE IT
world

8. BUT TOORTITZI IS AN
HONEST BRAND
as it’s made from natural
ingredients, great taste,
baked not fried

9. TOORTITZI IS A
BRAND THAT CANNOT
LIE
in a world full of pretending

10. TOORTITZI HONOR THE
STRAIGHFORWARD,
THE HONESTY
DELIVERED OPENLY,
‘PE SLEAU’
“the genuine fun side of life”

11. BRAND MANIFESTO
It’s the “bible” of the brand, guiding and guarding the brand in its evolution.
Key ideas from this document will follow through as the backbone in
communication.

12. Toortitzi cred că poți să fii franc, fără să fii înțepător.
Sunt autentici nu pentru că și-au luat asta ca temă, ci pentru că așa s-au născut.
Cu dragoste în cuptor, nu cu mult zgomot în prăjeală.
“Ce-i în gușă și-n căpușă” ar fi inventat-o ei, dacă nu exista ca expresie.
Sunt curați și direcți, nu uleioși și alunecoși.
Te poți baza pe ei.
Mai mult, Toortitzii și-au ales și un simbol care să nu-i lase să uite. Elefantul Manole.
Direct. Ca să nu mai existe alt ‘elefant în cameră’.
Ca memento constant despre onestitate și valorile pure cu care vin la pachet.
Toortitzii sunt ca un prieten candid și mucalit; niciodată radical, arogant sau jignitor.
Poate fi dezarmant de onest, dar e înviorător de amuzant.
Toortitzi. Savuros de sinceri.

13. MANOLE’S ROLE
MANOLE THE ELEPHANT
He is the brand ambassador, the icon that embodies what the brand stands for
– candidness, frankness, not taking things that seriously, what you see is what
you get type of attitude.
The “consciousness” of the brand.
HIS ROLE IN COMMUNICATION
Manole is the elephant in the room. Obviously, but also metaphorically. So, he's
in charge of pointing out the truth, the topics that no one wants to tackle.
He is known as the highly intelligent animal, with complex emotions and
feelings - so he sees/ observes and comments.

14. VIZUALURI