Project Description


Tioga-Franklin Savings Bank, a local Philadelphia bank, developed an affinity banking product that provides concierge-style, white-label service to small business clients. The challenge? How to position it.

Brand Identity Development

After an in-depth concept brief, 96andX conducted market research to understand the competitive landscape for products like this both locally and nationally. Our strategy team then developed a range of buyer personas and brand drivers for each audience segment that would be likely to use this banking product. Finally, our creative team developed a wide range of naming and positioning concepts that communicated the product in a clear and interesting way.


A concept was chosen with little hesitation: Bread & Butler. “Bread” representing the thing that banks handle (money) and “Butler” representing Tioga-Franklin Saving Bank’s stalwart dedication to customer service.