folder Filed in Branding tips, Interviews
Branding a product good for health with respect for our planet - the story of ODONTELLA
By SmartBranding Team access_time 4 min read

ODONTELLA is the producer of the world’s first marine microalgae authorized for human consumption. The ODONTELLA company was created in 2016 on the basis of the scientific and nutritional knowledge of Dr Alain Guillou. The CEO is Patrick de Bossoreille. ODONTELLA is developing a range of foods produced from marine algae and microalgae – a vegetable substitute for salmon, tuna, and prawns are amongst their products.

With the plant-based food market on the rise over the past few years, the space is quickly filling up with competition and a strong brand plays an important role in communicating the company’s message and building trust with their audience and business partners. We discuss with co-founder Soraya El Fathi how ODONTELLA decided on their brand name, what the company stands for and how they make sure their marketing is effective.

We are a start-up that works in reverse. We have found our customers and we must now meet the demand.

Soraya El Fathi,  co-founder and Commercial Director of ODONTELLA

Why Odontella? What do you do and how does your brand name fit into it? 

ODONTELLA is one of the first microalgae authorized in human food. We have filed our patents for the use of these marine microalgae with exceptional nutritional virtues. We develop foods based on microalgae and marine algae, good for health but also with respect for our planet.

What was the process of selecting a brand name like? When did you know this was the one?

ODONTELLA AURITA, name with Greek ethymology, seemed obvious to us. This brand name, sober and noble at the same time, presents the hegregor of our society. Start from the base of the living chain and arrive in a tasty way on the consumer’s plate.

What was the reason to get the domain name for your brand?

This name is our trademark above all else. This name and the O that begins it are the symbols of our company’s vision.

How has owning affected your business? Do you own any other domain names? 

We own all the domain names that orbit around ODONTELLA as well as some twenty registered trademarks.

How has ODONTELLA evolved as a brand since you launched?

ODONTELLA has become the benchmark for national and international consumers of plant-based alternatives to fish, seafood and all seafood products.

Why should entrepreneurs value their brand?

The brand of each company is a reflection of its vision and its commitments for the planet and for humans.

Patrick de Bossoreille , CEO of ODONTELLA

Has the pandemic affected your company in any way? What has changed since? 

When covid-19 arrived, we were still a so-called artisanal structure. We had to deal with logistical, human, supplier, etc. problems. Like every crisis and at our small level, this has led us to adapt and be united in this adversity. Thanks to everyone’s efforts, we have worked double and were able to ensure that all our orders are sent internationally. The pandemic has undoubtedly taught us again to humanize ourselves and to put things into perspective.

What do you do to make sure your marketing is effective?

We are recognized internationally thanks to our numerous passages on terrestrial channels, via our social networks, thanks to our participation in international fairs. The conclusion is unanimous: the ODONTELLA brand is of premium quality.

What would your advice be to entrepreneurs who are just starting out, in general, and when it comes to branding and naming? 

We would advise them to brainstorm on:

– What do we want to bring that other do not offer?

– How can we achieve this?

– What are the symbols that bring these two elements together?


What is next for ODONTELLA? 

A whole range of delicious alternatives of seafood, marine microalgae and algae basis, consumed by the whole planet.

We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.

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