Along with general brand building attributes several key areas were identified to reflect the functional and emotional benefits and attributes of several key pipeline products.

Janssen Pharmaceutica, a leading company within the J&J global portfolio, selected the name XEPLION from the banked names.  XEPLION is a once monthly, long-acting injectable, antipsychotic for the treatment of schizophrenia.

With a powerful/modern tone XEPLION reflects a shift from existing approaches to treatment.  The use of long-acting therapies enables healthcare professionals to better manage non-adherence, ensuring symptom control and empowering patients to focus on shaping their lives.

XEPLION re-enforces this innovative approach, conveying next-generation control, superior disease management and improved patient well-being.

Name banks are a cost effective tool that provides multiple names with the ability for use across a broad range of disease areas and indications.  The names can communicate a diverse range of potential benefits or provide powerful empty vessels to be filled with meaning. 

These names are ready for when time is short.  Of course this doesn’t preclude generating product specific names at the right time that communicate the key functional/emotional benefits and reflect the core positioning(s).  Ultimately – the name bank can provide an exceptionally useful pool of names as either a fall-back position or as first port of call.

Two brand names created from name bank projects were recently launched;

Tebranic is AstraZeneca’s new antibacterial powder for the injection treatment of systemic and/or local bacterial infections within the Specialist Care area.

Xeplion is a once monthly, long-acting injectable, antipsychotic for the treatment of schizophrenia from Janssen Pharmaceutica

The olo includes pictures of the statue of Tecumseh and a flag from the US Naval Academy. 

The “pilgrims” in the picture are now 28 and 27 years old.

Origin’s brief was to both sustain and grow the CHALLENGE HOUSE, offering innovation and attracting new consumers to the brand.

LACOSTE CHALLENGE RE/FRESH communicates that feeling of invigoration and lasting freshness. With high-visual stand out it adds a new dimension to a familiar and accessible word, RE/FRESH is truly global, immediately meaningful and delivers a simple and powerful message.

Tailored specifically for the seed treatment market Vibrance, protects major crops against a wide range of diseases both inside and out as.  Its properties also result in outstanding protection of the entire plant root system.

Powerful sounding with a modern/energetic tone, the name Vibrance communicates the key positioning based on ‘Rooting Power’( stronger/healthier roots and plants).

John Atkin, Syngenta COO, commented: “Vibrance is a major step toward integrated root health solutions and will play an important role in enforcing Syngenta’s global leadership position in seed treatment.”

With that in mind, we thought it would be fun to see how some of the brands we have developed were influenced by these four basic elements of antiquity, i.e. For Earth we have Astrata, Latitude, BlueMotion and targetneutral.

Just as essential elements make up our universe, a successful brand is equally made up of essential elements.  More than just a name and visual identity, a brand incorporates how your clients feel about you, the experiences they have with your business and their perceptions of you. 

At Origin, we specialise in the elements that make successful brands - brand naming, identity design and market research.

As a company that specializes in brand naming, design and market research, we know that a challenging process can be made significantly more difficult and expensive if the following issues are not considered:  

• the time required for the development of a short list of potential brand name
• the linguistic analysis of those names
• the market research needed to validate the names with the target audience
• the legal screening and registration that is required (cost and time)
• the logo design
• the packaging design

Other issues to consider: 

• preparing a strong brief
• the requirements for a brand to be globally understood
• naming anything and everything (no clear brand architecture)
• aligning the visual identity with the essence of the brand name
• thinking a name can do everything for the brand

Please get in touch if we can help you with any of your branding requirements.

This new division will market innovative and energy-saving building products to take advantage of the huge renewable energy trend that is forever changing modern construction, i.e. low energy houses and passive houses.

Schiedel’s goal?  Prepare Schiedel Energy Systems to become a second important pillar (alongside Schiedel’s chimney and ventilation systems) that secures sustainable business growth.

Origin’s goal?   Build on and tie into Schiedel’s existing corporate design while communicating the new division in a modern and fresh.  Bottom line, create an identity that stands out in an increasingly competitive marketplace.

Origin’s new icon and new product brand identity makes Schiedel Energy Systems distinct and memorable.  Now its maximum thermal insulation, heat recovery and renewable based heating systems will play a crucial role in profitable business models for suppliers of house technology, building materials, and components.

SCA required a name that would be instantly meaningful and easily understood by consumers

Plenty engages consumers on an emotional level, building on existing brand equity and generating a high comfort level that is further re-enforced by the new design

The development of a compelling visual element was crucial as many shoppers admit that they will often simply rely on visual cues.  The new name and design appeals to a global audience and  represent a natural evolution for a re-invigorated household favourite.