The Swedish industrial company ESAB are the pioneers of welding. With their latest electrode product, they were searching for a new, global name. The details were discussed, and a brief was sent to make sure that everything was in place. Being one of the building blocks of welding, the name had to be strong and an allusion to the company’s longevity, as well as its quality. In a swift and cooperative project, we started tinkering, and finally, a new product name for the electrode was created: OK GoldRox was born. Strike Gold with ESAB.
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