Lafarge Plasterboard hired Origin to create a brand name for their new jointing compound. The new product is an evolutionary step offering a significant degree of improvement and advantage to existing products in the marketplace and replaces the existing brand ReadyMix joint cement in the UK market.

A brand name was required that would appeal to the professional building market and be flexible enough to extend to the DIY market at a later stage, if required.

The chosen name, FineForm, is an amalgamation of two short and easily recognisable English words. The name expresses the key attributes of an excellent finish and smoothness with a suggestion of simplicity and ease of use.