The Situation:
Tyroc Industries invented an add-on product which connects to any central vacuum source, enabling it to vacuum, wash and dry any hard floor surface. The end-user can purchase the add on product which adapts to their central current vacuum and offers them a relatively inexpensive wet and dry-cleaning feature which at present does not exist. The market for this product would primarily be North America and Canada so the name and brand design had to sit comfortably in these countries.
Product benefits:
• Transforms an ordinary Central vacuum enabling it to vacuum, wash and dry any hard floors
• Inexpensive
• Huge USA & Canada market
The brief:
• Invest Northern Ireland commissioned us to create a new name & international brand for this product
• The product was a revolutionary world first
• Create a unique name that communicates product advantages and functions
• New name must be trademarkable and have .com domain availability
• Design a world-class global brand for the product with associated styling for marketing collateral
Our Approach to Brand Design for the Manufacturing Sector:
We met with the client to get a full understanding of the sector and the actual product. The wet and dry add-on nature of the product was the key feature to highlight, as none of their competitors offered this. I researched and developed a number of possible names for the product for presentation. Each name was checked beforehand for its domain availability as well as its trademark name availability. After development and feedback, it was agreed that the proposed name VACQUA was approved.
This is a compound word generated from the 2 words Vacuum & Aqua. We extensively researched the trademarking and domain name availability before presenting to the client. Because of its uniqueness, it was available under the clients’ desired sector classifications. Several brand designs were presented for consideration before progressing with the approved design direction. At all stages the client was involved in the creative process, ensuring they received maximum output for their budget. I also created the strapline VACQUA – ‘Transform your central vacuum’ The company has its sights on international distribution so the brand has a professional, global appeal. It was created for both print and digital platforms ensuring a consistent, professional and recognisable tone of voice. The new brand name has since been successfully internationally trademarked.
The Result:
Since its creation, the client has successfully secured a worldwide Trademark for the VACQUA name across their desired sector classifications. This was a major achievement given the new product is currently being prototyped by the company with a release date in 2021. The new name and brand are also being incorporated into the actual design of the product.
The client also commissioned me to design and develop an e-commerce website to promote the production journey of the new VACQUA product, complete with future Crowdfunding video’s and links.
Their new website can be viewed here: VACQUA
