Tekton Advisory
BackSchedule a conversation

Tekton Lab

The house's workshop.

Here Tekton chooses the category, does the reading, and takes the brand as far as the reading asks. Every project has a journal, with the date of each decision.

  1. 01 Reading
  2. 02 Positioning
  3. 03 Platform
  4. 04 Identity
  5. 05 Applications

Functional energy drink

Firewings

The reading
The energy drink stopped being just a stimulus and became a tool: focus, endurance, recovery.
The brand
Functional energy from açaí, guaraná, and yerba mate, with a line for each moment of effort.
  1. Reading
  2. Positioning
  3. Platform
  4. Identity
  5. Applications

Journal

  1. 30.09.2026Work table open. On the table: reading of the energy drink market and competition, brand platform, and label studies for three usage lines.

Natural soda

Win

The reading
Those who trade regular soda for a natural one do not give up the feeling of celebrating.
The brand
Natural soda that takes "winning" from the competition and brings it to daily achievements.
  1. Reading
  2. Positioning
  3. Platform
  4. Identity
  5. Applications

Journal

  1. 30.09.2026Work table open. On the table: brand platform—"Refresh your achievements"—and flavor spec sheets in the Natural+ and Zero lines.

Condiments

Crivo

The reading
In ketchup, value goes to whoever controls the industry. For a new brand, packaging is the only free territory.
The brand
A condiment that starts with the packaging: glass and a custom dispenser.
  1. Reading
  2. Positioning
  3. Platform
  4. Identity
  5. Applications

Journal

  1. 30.09.2026Work table open. On the table: the map of who keeps the value in the condiments chain, packaging research, and the dispenser concept.

Japanese cuisine

Seinaru

The reading
Reading in progress.
  1. Reading
  2. Positioning
  3. Platform
  4. Identity
  5. Applications

Journal

  1. 30.09.2026Category chosen. Reading in progress.

The same reading, applied to your category.

How to start