Monumental branding for the launch of Archey
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.
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, then. Combined with a name creation process, followed by BrainSells® to establish a distinctive brand identity. The longlist of names comprised nearly a hundred options, which, through a shortlist and three nominated variants, ultimately resulted in the fresh name: ‘archey’. Experts will not only recognize the inventor of the screw thread in this (check it out on google), but enthusiasts will also immediately see the connection to Archie, de man of steel. The starting point for an intriguing story, launched with ‘Archey. All around.’
Impact
Two birds with one stone. Instead of managing two separate brands, indutrade now only needs to maintain one. And in return, they have gained a powerful, compelling brand that captures the imagination. Of course, further investment is needed to establish and strengthen the new brand in the coming years. But this time, the investment is in a brand whose strong narrative alone has the potential to create more impact than two previous brands combined. Or, as we say in Dutch: ‘one plus one… is three’.
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