Development of an private brand for an Emil Lux (OBI subsidiary) product series

A private label for rooms that need privacy

An entire “bathroom” product portfolio will be summarized under a new brand name — including faucets, bathtubs, shower heads, design series, toilet seats, bathroom furniture and ceramics.

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Short, concise and memorable are three of the most important keywords for the new brand name, which intends to combine numerous products under one roof. Other important factors? A direct link to “bathrooms” as the core competence, a names that speaks to a broad target group, and the potential to work in the long run. After several preliminary trademark checks, a detailed look at the competition and with input from the customer, Endmark first develops a verbal impact profile that includes the tonality, style of speech, brand character, message as well as typologies and brand impact. This results in important keywords: "pragmatic", "solid", "reliable". In addition, the product series should be recognizable as “bathrooms for everyone.”

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Based on this, Endmark develops four thematic lines, filling them with names that fit the new product series: "Bath & Wellness", "Sound of Water", "Living &Lifestyle", "German meets International". Baliv emerges as the winner and now consistently titles Emil Lux's bathroom product series.

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Baliv is a compact name that combines sound and conciseness in an international context and cleverly expresses the bathroom theme.