We were commissioned by Invest NI to create a new name and brand for Gray’s Clip.
Gray’s have developed the world’s only fully insulated cable staple for use when fixing up to 240 volt electrical cables to wooden joists.
The task: to create a strong and memorable sub-brand for their product, giving it personality and credibility.
We developed the name VIPER, inspired by the similarity between the bite and the product when the two nails are fully extruded. Viper conveys a strong personality. Like the product, its strike is fast, accurate, strong and doesn’t let go.
Using the word STRIKE, we developed the strap-line STRIKE FAST STRIKE TRUE. Short, direct, punchy and immediate, this line summarises 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 client has now presented their product on BBC’s Dragon’s Den.
You can view their article below.