projects of the last 12 months

Yasmolys

worldwide name for fragrance ingredient

Yasmolys is a new product which could become another star in PFW's selected product range of fragrance ingredients and specialties. PFW is the world leader for Tonalid®, a polycyclic musk product. PFW’s aroma chemicals are mainly sold for use in perfume compositions for soap, detergents and household cleaning products, but also find applications in cosmetics, toiletries and fine fragrances with customers all over the world.

Ideas that make scents

tagline for fragrance ingredients company

In the market of fragrance ingredients, the good reputation of PFW Aroma Chemicals B.V. was mainly based on price and reliability. The introduction of their new product, Yasmolys, allows them to broaden their market positioning by laying more emphasis on creativity and inspiration.

new category denominator for imitation cheese: melta

The makers of the television program Keuringsdienst van Waarde asked Globrands to develop a term which is simple, nice sounding and reminding of cheese without causing confusion with real cheese. The reason was that quite often the substance that is being presented as real cheese in instant-ready products, in fact is imitation cheese. In the ingredient list this is being referred to as 'palm-oil', 'starch', etcetera. The new term should give manufacturers the possibility to be clearer to their consumers. 'Melta' has been registered as a trademark by Globrands, but may be used by everyone to refer to imitation cheese.

new company name: Coforta

The Greenery B.V. is one of the leading concerns in Europe in the vegetable, fruit and mushroom sector. The main activity of The Greenery is to provide a complete range of vegetables, fruit and mushrooms to supermarket chains in Europe, North America and the Far East throughout the year. The Greenery U.A. changed their name into Coforta, in order to emphasize the difference with the (almost identically named) sales company The Greenery B.V.. Coforta's strategy is aimed towards qualitative combining of supply, while leaving room for individual entrepeneurship. The new name expresses power and cooperation.

new name for international product brand: Haaven

Haaven is a new brand of premium watches. It has a cosmopolitic, exclusieve feel to it. The name sounds distinctive and northern-european. It evokes associations with 'heaven', 'have' and several northern-european denominators for 'harbour'.

Names for worldwide brand portfolio Hoyalux iD

InStyle is the name for a worldwide range of multifocal glasses of better than average quality. LifeStyle is the entry level variant, MyStyle is fully personalized and WorkStyle is optimized for indoors use.

Strategic naming advice: Economy Comfort

KLM has introduced a new option for chairs on intercontinental flights: Economy Comfort. That is an area providing extra comfort in Economy Class: extra leg room (10 cm more) and a back side that can move backwards up to twice as far.

Name for international fashion subbrand: I Saw It First

I Saw It First is the trendy, young, expressive and colorful sublabel of fashion brand Spoom. The style is daring and edgy, controlled chaos with an atelier feeling.

Names for international brand portfolio PreventASe™

PreventASe™ is a substance patented by DSM, which reduces the formation of acrylamide in certain kinds of food. Different food types require different ways to process PreventASe™, for which DSM offers the solutions. The names can be pronounced and distinguished all over the world, and are understandable and easy to remember for people who know the background of each.

Name for international high speed train: Fyra

Fyra is the second international high speed train for which Globrands has developed the name. The first one, "Thalys", rides through Germany, France, Belgium and The Netherlands, and has become a phenomenon that widely exceeds the original concept of a train in these countries. Compared to Thalys, Fyra rides shorter distances in a higher frequency; hence the shorter and lighter name. Other brand values of the new high speed train are 'sparkling', 'fiery' and 'feminine'.

Name for worldwide food brand Viverte

Viverte offers a worldwide assortment of meat, fruits and vegetables. All are of exceptional quality for very reasonable prices, and meet the regulations of the European Union.

Strategic naming advice

Kadopagina ("Gift Page") wanted expand internationally and wondered which possibilities there are to keep using their current descriptive domain name, which is effective for their searchability, but not for international useage. Globrands had recommended a strategy which allows them to remain easy to find, while at the same time building one international brand.

new international company name: Knowfort

The multinational DSM has a large portfolio of patented technologies, mainly concerning materials - like packaging, laminate and chemical manufacturing. A large share of those have been licensed to third parties, being a source of revenue which is becoming ever more important to DSM. Knowfort is the new subsidiary of DSM licensing their intellectual property, and providing the required know-how to apply the technologies

new international company name: Enexis

Enexis manages the transportation of energy from the supplier to the end user with the same reliability as Essent Netwerk did. The new name and visual identity are required because the company needs a clear and recognizable identity on the market, apart from Essent.