Fibrant: worldwide brand name for manufacturer of fiber intermediates
Royal DSM strengthens its focus on developing new and improved products. Therefore, a number of business units are spun off which specialize in production of chemical components that have been proven for decades. To this end, the company starts a joint venture with CVC Capital Partners. The goal is to enable the various units to operate as independent global brands.
The unit called DSM Fibre Intermediates produces caprolactam and related products. Caprolactam is an essential ingredient in the production of nylon and various types of synthetic fibers. These materials have an infinite number of applications.
DSM Fibre Intermediates has been at the worldwide forefront in technology and process improvement since 1952. The company has more than 1,200 employees and production facilities in Europe, China and the United States. It is committed to providing safe and reliable, sustainable value for all its customers and stakeholders.
Challenge: find a name that shows the world the intrinsic strength of the company
Globrands has been asked to develop a name for the new company detaching itself from DSM, which shows its core strength.
The name has to be available as a trademark around the world, and needs to serve as a vehicle for the brand story about cooperation, quality, safety and sustainability. And the .com domain needs to be free.
Fibrant: a name sizzling with chemistry
The name Fibrant is based on the words ‘fiber’ and ‘vibrant’. The name reflects the chemistry between Fibrant and its customers and the company’s vision for the future.
Fibrant CEO Pol Deturck:
Every day, Fibrant employees do their utmost to enable the success of our customers in their respective fields. It is exciting to keep serving them under the new name and keep building on our position as premium supplier.”
Graphic identity: Skillz.