WORK

Monumental branding for the launch of Archey

Client

Peco Douwes Groep

Industry

Fastening Technology

Services

Design Strategy

Location

Bleiswijk

Project

Two renowned names in the sector of high-quality screws, bolts and nuts, continue as one brand. Peco Douwes Group from Pijnacker and HOFA from Bleiswijk both belong to the Swedish parent company Indutrade Group, an industrial group with over 200 subsidiaries. The two companies – together accounting for some 130 years of experience in the world of ‘fasteners’ – must therefore say goodbye to their own brand name and face the challenge of building a completely new brand together.

Keywords

B2B BrandingB2B StrategyBrainSellsBrand designBrand structureBrand valuesBrandpositioningBrandstrategyBrochureBusiness-strategyBusiness-to-BusinessCopywritingCorporate IdentityCreative strategyDesign ElementsIdentityImage StrategyPhotographyRebrandingStrategic MarketingVisual idenity

Challenge

So, to begin with, a new name. Of international allure for the European sales area. Must inspire confidence. Be distinctive and unique on the technical playing field. Easy to remember. Appealing in different languages. Naturally available digitally. And last but not least, a powerful name that fits into the steel-hard industry of high-quality metal fastening products. Oh – and if possible – a brand that is personal, captures the imagination and to which we can hang a triggering story. “We want to establish a great brand that is solid enough to last for decades to come.”

Solution

Market research, in other words. And combining that with a name creation process, followed by BrainSells® to link distinctive branding to it. The long list of names involved about a hundred pieces, which, via a shortlist and three nominated variants, eventually yielded the brand-new ‘Archey’. Connoisseurs not only recognize the inventor of the screw thread in this (check it out via google), but fanatics also immediately see the link with Archie, the Man of Steel. Kicking off an intriguing story, with ‘Archey. All around.’

Impact

Two birds with one stone. Instead of two brands, Indutrade only has to uphold one. And what’s more, they have an impactful and imaginative brand in return. Sure, you need reinvestment to build the new brand and solidify it over the next few years. But that’s happening now with a brand whose strong story alone can generate more impact than the two previous brands combined. One plus one … is three.