When the founders of a supermarket with an amazing track record in Eastern Indonesia, Multi Citra Abadi (Multi Mart), wanted to build a grocery delivery service in 2018, they named the shop Smartstore. The locals, however, keep mistaking it for a gadget shop. Four years later, with the exponential growth of online grocery delivery services, they felt the urgency to rebrand their grocery store. Through research, we came up with the name ‘Trufarm’ which is easy enough to be recognized and read by the locals, yet serves its purpose to illustrate the freshness and wholesomeness of their speedy service – a play on the words ‘Thru’ and ‘True’.