BALIV

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

Image: obi.de
Baths to live for: independent, trademarkable product name for Emil Lux, a subsidiary of the OBI Group.

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.

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.”

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.

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

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