Naming concept and descriptors for the product portfolio

Common naming. Common denominator.

As part of the merger of STAWAG and enwor, the previous naming system needed to be reconsidered and adapted. Both energy suppliers are well-known and share common values, including sustainability, reliability and personal proximity. These brand values should be reflected in the new STAWAG Stadt- und Städteregionswerke Aachen branding — as well as the product names.

‍

The challenge: the "new STAWAG" will still offer its "old products" within the wider region. The target group knows them under the STA® brand — the new naming should therefore under no circumstances cause confusion or be too complex. At the same time, it is important to comply with industry and brand-specific requirements. Several energy sectors, a three-pillar system for the main products and predominantly generic naming within the competition... In addition, the project has high emotional significance within the merging companies.

‍

Names that hit close to home

What connects the Aachen city region? And how do we get the best out of the existing naming and transfer it to a new structure?

In joint workshops and in our own creation, we sharpen the verbal positioning and develop different approaches. In the end, it is clear that STAWAG will remain as the starting point of the name. Generic elements in a clear arrangement provide orientation — the verbally upgraded product portfolio instantly appears more structured. There are also names for the different tariff levels, derived from approachable and at the same time profiling terms.

‍

With names like STAWAG Strom Extra and STAWAG Strom Pur as well as in further implementation within the tariff portfolio, STAWAG is moving into the future stronger. All while staying close to the target group.