Jpd’s strategy team started with a set of management and chef interviews, along with food tasting, to sync and connect with the ambience of the place. With an in-depth market research, the team looked at competitive and peer brands, analysing their product offering. Based on the brand positioning, the name selection was kicked off. After screening numerous options inspired by different languages and Mediterranean terms, the name “Ostro” was approved. Ostro is a name of the warm southerly winds that crossover the Mediterranean Sea.