The Situation:
A husband and wife team has developed a new product for the manufacturing sector with the world’s only fully insulated cable staple when fixing up to 240-volt electrical cables to wooden joists.
Product benefits:
• 5 times faster and more productive
• Safer: non-conductive plastics
• Easy to use
• Accurate
• Stronger, and more secure than traditional metal staples
The brief:
• Invest Northern Ireland commissioned us to create a new international brand for this product
• The product was a revolutionary world-first
• Distinctive branding, Masculine tone for the trade industry
• Strong name that communicates unique product advantages and function which must be available to trademark
• Essentially bring the new product to life by giving it a strong personality and presence which would be investor-ready
My Approach to Brand Design for the Manufacturing Sector:
After significant trademark name research and availability, I developed the name ViperClip. This was inspired by the similarity between a viper’s bite and the product’s visual characteristics when the 2 nails are fully extruded. The Viper is a reptile that commands respect, its strike is lightning-fast. These characteristics aligned with the tone of voice the client desired. ViperClip is also a very masculine word, conveying a strong personality for the trade market.
From this I created the strap-line STRIKE IT – SECURE IT. Short, direct, punchy and immediate, this line was a play on words relating to the speed at which electrical cables can now be connected using this hand-held staple gun – together with the enhanced accuracy, just like the strike of a viper.
The vibrant colours mirror the natural shades found in the Viper species. The icon itself also highlights that the staples are supplied in a magazine layout. A complete corporate identity style guide document was created to ensure brand consistency across all marketing channels and ensure the product was instantly recognised even without the logo.
The Result:
The client appeared on BBC’s Dragons Den and pitched the ViperClip Gun concept. They had incredibly positive feedback from the Dragons, with several of them offering the full amount of investment. Deborah Meaden was the selected Dragon to move forward with. Quite an achievement.
The story wasn’t over – they subsequently won many innovation awards and further investment. The product is in tooling with a release date of 2023!
A truly inspiring success story demonstrating the importance of investing in your brand from the onset, from your unique name, trademarking and domain registrations, your brand identity design (logo), your corporate Identity Guidelines and maintaining a consistent and instantly recognisable tone of voice in all your communications going forward.
Testimonial:
A huge thank you to Philip from Additude Creative for his outstanding work on our product branding. We asked Philip to undertake a piece of work to produce a concept design that we could use on a range of marketing materials. What he produced far exceeded our expectations. His clever approach ensured we had not only a visually eye-catching brand but a brand that instantly portrayed the features of our product. He went way beyond what we could have expected to receive and it was an absolute pleasure working with him.
Thanks again Philip
