Portfolio of product and company names, and branding consulting

The largest manufacturer of chewing gum introduced the new brand 5 GUM into the markets in 2009. This brand excels by its strikingly long-lasting, thrilling flavor, a totally new packaging concept, and an idiosyncratic brand appearance. The flavor (or subbrand) names had been chosen accordingly: Electro (a tingling spearmint), Pulse (a crisp tropical), or Cobalt (a cooling peppermint). By extending the 5 GUM range, Wrigley’s launched a new refreshingly-fruity product in many European countries in 2010 with the flavor "red berries". It bore the name "Flood" - created by me.

The next year, it was my job to find a name for the new flavor "watermelon". It had to fit exactly into the existing name system, and at the same time it had to refer to the distinctive characteristics of this particular variant. The name had to be an existing English noun, and it had to be easily comprehensible and applicable in most European countries. As if this were not enough, it also had to appear mysterious. The result of a complex creative process and extensive linguistic and legal checks was the brand name TURBULENCE. A complex name with a plethora of points of contact to communicate the name - and to address the consumers' emotions.

In 2019, a new BORA product line was launched at Living Kitchen 2019 in Cologne. The new design of an induction hob with four cooking zones is particularly compact and offers a minimalistic layout:



The new brand name was developed to match the new product and its positioning for BORA ventilation technology. The plus in performance, the particularly simple filter removal and the optimal accessibility of all components are reflected in the new line name as well as is the extremely clear shape:

BORA Pure

Within the BORA product range, BORA Pure extends the existing range of three established product lines: BORA Professional, BORA Classic and BORA Basic.

BORA ventilation technology is the leading German manufacturer of innovative cooktop extractors and a pioneer in equipping kitchens with cooktops without annoying extractor hoods. Its products are distributed in more than 50 countries worldwide, including the US and China.

Think of a name like inheritance insurance ("Erbversicherung"), which is neither precise nor attractive. Versicherungskammer Bayern, one of Germany's largest insurance companies, therefore searched for an attractive, descriptive name to designate and advertise their new life insurance for heirs and inheritors. To make the project a little more challenging, the name also had to be available as a .de domain. The product itself is a kind of life insurance, which enables the passing on of taxfree accumulated proceeds from once deposited capital. However, flexibility rules. As long as you're alive, you can take out money from the account or also ramp it up. Once you are dead, the beneficiaries receive the tax-free death benefits immediately.

Thus, this smart product helps save taxes, while it keeps real estate or corporate property in the family by preventing hasty sales. Quarrels among heirs and coheirs are avoided, compensation payments to fellow heirs can be afforded. And you can still access your assets. This is what marks the product off from those of the competitors.



My solution was the name "GenerationenDepot" (generations' depot). It clearly relates the target group - Germany's prominent generation of baby-boomers - in a positive way to the topics "inheritance" and "long-term provision". And even better, it simultaneously transmits the promising concept of an efficient and solid investment - without being unpleasantly euphemistic.