2011 Deli of the Year Wales Winner Takes Bold Step and Rebrands

2011 Deli of the Year competition regional finalist Leon’s Deli in Presteigne, Powys, has rebranded and changed its name to Deli Tinto to allow for diversification in the future.
Owner Joanna Griffiths says “the name Leon’s has limitations for the deli, especially in food service where there are already brands with similar names, such as the London Restaurant chain, Leon. There was potential for confusion and I wanted to create something distinctive which could work in retail or as a food brand. I took the decision to change now, while the business was still developing, rather than wait and perhaps be forced to change several years down the line”.

The name Deli Tinto reflects the tiny delicatessen’s Spanish focus but also has a personal connection. “The word ‘tinto’ in Spanish refers to a dark tinted colour and is more commonly used to mean red wine “Uno tinto, por favor” Joanna says “but ‘tinto’ was a word I was very familiar with in my childhood – being an area in South Lanarkshire where the Scottish side of my family farmed the land around the prominent and much-loved Tinto Hill”.

The new, quirky, bold design reflects the eclectic character of the deli and its personal, friendly approach. Joanna worked with Llantrisant-based branding specialists Huw David Design on the name change, new design and website. “The name is short and memorable and I am delighted with the new branding. The deli team and I are excited about our plans for the future – we can’t wait to get going and present them to our customers!”