Our Work

Long term marketing platforms that work, with depth and staying power, that’s what it’s all about. We are very proud to present a small selection of brands we created together with our wonderful clients. Great names enabling greater brands.

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Apetina

Feta cheese is a white brined cheese originally made in Greece from sheep’s or goat’s milk. Since 2002 the name “feta” has been a so called protected designation of origin in the European Union (PDO). Only cheeses produced in certain areas of Greece and Macedonia can be called “feta”. Before that, cheeses of the same kind but produced outside Greece, often from cow milk, were also sold under the name Feta.

One of the biggest producers in the world was Danish/Swedish Arla Foods, at the time MD Foods, who produced their cheese from cow’s milk. Being very proactive, they realized already in the 1990-ies that they would have to remove the word “feta” from their product labels. We developed the new brand name Apetina  in a smooth process, which was launched in 1997.

When the “feta” protection came into force, the Apetina brand had already gained recognition as a kind of feta cheese – with all the values attributed to that cheese – and the word “feta” could be removed from Arla Food’s product labels. Today, Apetina is one of the company’s biggest brands, sold in many countries around the world.

www.apetina.com 

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Pradaxa

PRADAXA (generic name: dabigatran exetilate) is an anticoagulant from Boehringer Ingelheim. It has received much attention because of the very good treatment results achieved. For people with atrial fibrillation, it is the first competitor to the controversial and complex warfarin. PRADAXA is also is likely to be marketed for stroke prevention, hopefully in the near future. It was approved by EMEA for some indications in March 2008. We were engaged by Boehringer Ingelheim in this project in 2001.

The name is a good example of a pure “invented” name with no known references to the disease, the generic name or any dictionary word, but still distinctive and easily pronounceable in all important languages. Invented names or names with only a highly hidden connotation have been more frequently used as trademarks for pharmaceuticals after the millennium, mainly due to the increased complexity to find names in class 5, but also due to the advanced and complex requirements from the regulatory organisations, like FDA and EMEA.

www.pradaxa.com

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Absolut Kurant

When an addition to the Absolut family was expected, Vin & Sprit (Swedish Wine & Spirits Corporation) had to solve a linguistic problem. Absolut Peppar and Absolut Citron were extensions of the simple, original ‘Absolut’ idea – using Swedish words that give a special, somewhat exotic feel but whose meaning still comes through, at least to English speaking people.

But with the company’s new flavor black currant (‘svartvinbär’ in Swedish), this approach didn’t seem to work. Linguistic evaluation in the US indicated that “Absolut Vinbär” produced strong and undesirable associations to ‘wine’ and ‘wine-bar’. The final result was Absolut Kurant, based on ‘black currant’ and the name proposal ‘Absolut Currant’. Linguistic evaluation in the US confirmed that the name had an exotic Scandinavian ring and positive associations to currant. Another plus was the fact that in Swedish ‘kurant’ can mean ‘fresh, healthy’ or ‘easily sold, in demand’.

www.absolut.com

 

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Klarna

Klarna is the Nordic region’s leading provider of safe online payment solutions. To date more than 3 million people have regularly used these services through more than 6000 e-stores.

The naming process was very vivid. Interestingly enough Klarna was not among the favourite choices at the early start. There is a tendency to choose English sounding names in this business area. But after some discussions, the naming group started to lean towards a Swedish name instead.

The demand for a free internet domain was a strong argument for Klarna and the very nice meaning “clear, become clear, brighten up” also had a strong impact on the selection in the end.

www.klarna.com

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OPPO

BBK, one of the leading Chinese Electronics companies, initially aimed to introduce a new Global electronic brand initially for DVD’s and Blue Ray players. The fast developing mobile market provided growth opportunities that shifted the focus to this segment.

The new  brand was to be a truly Global, resonating with young target groups in many countries with a worldwide trademark and a free URL (.com)

In an interactive process of less than 3 weeks the name OPPO was developed. The name itself is meaningless, but the word brand is in perfect balance, reflecting an important values of the brand: harmony and equality. It is an distinctive and accessible name that can be easily pronounced and remembered in all language areas.

With success, in 2016 OPPO became the no. 4 smart phone brand in the world, bowing only to  Samsung, Apple and Huawei.

www.oppo.com

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Heineken Beertender

Heineken Breweries developed a unique beer tap system  in co-operation with Krups, which allows customers to enjoy a freshly tapped beer in the comfort of their own home. This, at the time revolutionary, innovation would be marketed in multiple markets in Europe.

The name needed to be aspiring and International. Providing a logical platform on which to explain this new proposition.  With legal protection in the key markets in Europe and the US and be free of any negative connotations.

Sometimes the best solution is so obvious that it is easily missed. Bartender is universally known, but Beertender didn’t exist yet: the bartender at home. The name fitted all conditions and has provided to be a very powerful communication platform that enabled Heineken to meet its objectives.

www.beertender.com

 

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Cimpress

In 2014 Vistaprint N.V.,  the world leader in mass customization, acknowledged the need to restructure its branding strategy in a way that actively supported the ambitious growth objectives.

In the first part of the process, in which the entire board actively participated, the definitive branding strategy was finalized:  a new overarching corporate identity would be developed, independent of the growing number of customer facing brands in numerous segments and markets.

In two interactive naming workshops the name Cimpress was developed. It relates to the key activity of the company (Computer Integrated Manufacturing and printing) and to the benefit to its many customers: creating products that impress.

Cimpress is listed at the NASDAQ (CMPR) and has grown to an annual revenue of 1,8 BLN USD in 2016.

www.cimpress.com

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Crestor

CRESTOR (generic name: rosuvastatin) from AstraZeneca is used to treat high cholesterol and related conditions. Today CRESTOR is approved in 154 countries worldwide and is one of the most important products in AstraZeneca´s pharmaceutical portfolio.

The name was developed in 1999 and is a bit typical for pharmaceutical names in the 90’s, formed to be intensively branded not only towards medical specialists but also towards patients. An earlier tradition had been to try to find names like ATACAND or NAROPIN we created. These were inspired to some parts from the generic names, e.g. candesartan for ATACAND. At that time we had several meeting in AstraZenecas office in Alderley with the marketing and legal teams. To align with existing names in the portfolio like Zestril, we decided to create names based on English dictionary names (like zest) as one of many ideas. CRESTOR was the result. It was approved by FDA in 2003 and is now in use worldwide.

www.crestor.com

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Philips CityTouch

We are a strategic partner of Philips Lighting and responsible for the Global implementation of the verbal brand strategy. In this role we manage the Naming Desk, advise on naming strategy and portfolio development, and provide creative support for all naming projects

Even before IoT became the hot item it is today, Philips developed a unique outdoor lighting management system with which the lighting networks of entire cities can be managed online. Connecting to the each light point and the city as a whole.  The proposition is aimed at a Global B2B target group and needed an inspiring sustainable name,  allowing optimal long term expansion of the system.

The city at your fingertips, that is what the system enables,  and that is exactly what the name communicates: CityTouch. It is currently developing fast,  adding new applications and covering more and more cities across the Globe every day. Recently the city of Los Angeles was added to this rapidly expanding  list.

For more information on Philips CityTouch

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Yasmin

YASMIN is a birth control pill from Bayer. It’s a low-dose combination pill. Skriptor created the name for Schering AG in the 90’ies. The inspiration for Yasmin came from keywords like “balance”, “natural”, “comfort”. Today the name is registered around the world and the product is used by women in around 50 countries worldwide.

www.yasmin.com

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A selection of our clients

Actavis
Akzo Nobel
Alecta
Arento
Arla Foods
AstraZeneca
Bayer
BBK
Boehringer Ingelheim
Bugaboo
Cadbury Schweppes
Certego
Danone
Heineken
Heinz
Holiday Inn
ING
KPN
Mitsubishi
Nobel Biocare
Novartis
Nycomed
Oriflame
Philips
Previa
Roche
Saab Group
SAB Miller
Sanofi
Sara Lee
Schering AG
Schiphol
Scibase
Shell
Straumann AG
Swedish Telecom
Syngenta
Telia
Thomson Reuters
Vodafone