Naming for technologies of the future

Starting out as a specialist company for the production of cold-drawn precision steel tubes in seamless and autogenous welded versions, Poppe + Potthoff has stood for continuous innovation with a focus on e-mobility and hydrogen technologies for almost 100 years.

This is also reflected in a broad product portfolio that has so far followed an expressly descriptive naming structure. High time to give the new flagship product a symbolic name that embeds the technical future orientation in an inspiring narrative.

Modular, flexible, versatile... The precision manufacturer’s new hydrogen supply system scores with its variability. It demonstrates agility on and off-road, brings momentum to the industry and adapts to diverse application scenarios.

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A brand. A name. A symbol.

The obvious choice – favored by the customer – was an animal metaphor. No easy task, because the biggest, fastest and strongest are already overused.

Yet, the topaz hummingbird turns out to be the perfect symbol: small, fast, special. Fittingly, the topaz gemstone associated with it often comes in the Poppe + Potthof corporate color blue.

Inslight alteration, we present TOPAQ: a system name that combines storytelling, brand fit and a literal commitment to quality.