BARRADO

BARRADO reads like a clean, branded product line, but the name alone does not tell you much about what is inside or how it is meant to be used. By our assessment, that makes it hard to judge beyond the usual promise of a tidy, manufactured item with a distinct label. The strength, if this is the kind of product it appears to be, would lie in recognisable branding and a simple marketable identity. The weakness is that the name carries very little practical information, so the real value depends on the category behind it. In use, that means the item has to be understood from the actual product details, not from the word on the front. BARRADO is memorable as a name, but thin as a guide to the thing itself.