“BONSOUL” — THE WORD IS THE IDEA

A few days ago, I read an interview in Corriere della Sera with Maria Franca Fissolo, widow of Michele Ferrero, the inventor of Nutella and many other delights that have graced our palates. In this beautiful reflection on her life with one of Italy’s most extraordinary industrialists, I was struck by the story of how the name Nutella came to be:
“We were in Frankfurt. He thought for two hours and then said: NUTELLA. I looked at him as if he were crazy. And he, as if having a vision, said: This is the name of the product that will conquer the world.”

This lovely story reminded me of the moment the name BonSoul came to life — and especially the way its meaning took shape through the words of my wife, Natalia Xamena, co-creator of the brand alongside Mónica Matanza:
A design line made in Mallorca, from jewelry to craftsmanship, including books and perfumes — ultimately, everything that brings back the essence of the island and, above all, carries the soul of BonSol to whoever holds it.

Those two words — “BonSol” and “soul” — echoed in our ears as if by magic. And with the inspired gaze of someone lit by a creative spark, she said, eyes wide open: BONSOUL.

We’re fully aware that we are light years away from the revolutionary concept that forever changed the idea of chocolate and snacking around the world. But I’m certain the emotion Sir Michele Ferrero felt when he first pronounced the word Nutella was the same my wife felt when she first said BONSOUL out loud.

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