Italian slang has it’s influence and sound direction when pronouncing words, and in order to maintain that sound even if you are planning to develop something that has a different story behind, you need to engage this pronunciations. In addition to the story developed behind brand name, “TO” is an Italian sound and we needed to involve into the brand to refer to the Italian authentic identity and services. Effects are made out of trust, quality, and engagement, and these effects can be positive or negative, and in a positive vision we need to leave positive impact, and positive effect over users and customers Brand story starts from the first rock which is brand naming and ends when customers starts to put feedback about the restaurant. Being in an Arab-country restricts and mixes languages of communications due to the purpose and direction of communication. Brand owners are group of business men who have other restaurants accomplishing huge success in the market, and they wanted to penetrate new markets. Eficto is a new brand with 0 previous trials. KSA has become a central country in the new world, where it drives many tourists to visit and enjoy the oriental Arabic vibes and due to the wide range of nationalities and personalities to deal with, most brands started to widen their vision into attracting and targeting more.