Some of Eqvarium’s Clients

Kebni

We recently assisted ASTG (Advanced Stabilized Technologies Group), where we helped them develop the brand name KEBNI for the Nasdaq First North Growth Market listed company group.  

This is what the company wanted:

• A strong, ownable brand name that they could register as a trademark in the EU, the US and India
• A name that works well in the important languages of their business
• If possible, an available .com domain

The new brand name KEBNI:

• Reflects the company’s brand values
• Allows for a geographical expansion (since the trademark is correctly protected internationally)
• Gives the company the possibility to develop their products and services of the brand (since the name does not limit them)
• Had the kebni.com available without extra investment
• Works in the languages that are important for the business

The name also hints to the Scandinavian heritage through the association to the highest mountain of Scandinavia, Kebnekaise.

Akavia

When Jusek and Civilekonomerna started a brand new union, they needed a name that symbolized the road ahead. That is literally what they got. Through Eqvarium’s creative process, the name Akavia – short for the academic way/road – saw the light of day. The union’s goal is for their members to benefit on their academic investment, which this name communicates in an elegant and not too obvious way.

Nordeye

Transport Solutions – a part of Axel Johnson International, were assigned to create a new brand for an e-commerce platform selling extra lighting and spare parts for vehicles for full commercialization in the EU, the UK, Norway and Switzerland.

The key to success in the project was a close collaboration with a hand picked team of specialists that in a joint process, and in a short amount of time, established the foundation necessary to create a brand that works long term from a strategic, brand name, legal and visual stand point. 

The client received around 20 candidate names of different character and tonality. Based on the strategic criteria a smaller amount of names was filtered out for further legal, linguistic, domain and online assessment.

In the end the client could choose among a handful of names. They chose Nordeye – a name that works well in communication with the target audience, tested well linguistically in important markets and was possible to register as a EU trade mark and where the .com domain could be purchased at a reasonable price.

The name Nordeye is evocative and communicates ”Nordic heritage” and ”vision, eye sight”. This is relevant both since it is about lighting and also since Nordeye helps the customer to find what s/he is looking for in the easily accessible web portal.

“We are pleased that we, with help from Eqvarium, now have a name that is longstanding and supports our business” Arvid Bild, VD Nordeye

Azelio

“We’re not alone in regarding solar energy as the future. But our technology and product stand out on the market, and we need to show that in every part of our brand. We hired Eqvarium to create a waterproof brand name that both challenged the industry status quo and reflected our view ahead on solar energy. In this fun and rewarding process, each team member played an important role for the final result – Azelio”.
– Jonas Eklind, Azelio CEO

ICA GoJoy

If you’ve never taken part in a full naming process, you have no idea how much brainstorming and creation it takes to reach that final decision. That’s why we’re extra proud when we finally see our names on the actual products. Next time you stop by an ICA store, grab a Gojoy! The taste is just as inspirational as the name.

Zenuity

Eqvarium helped Volvo Cars and Autoliv with the name for a new company focusing on the development of autonomous driving systems. They have now announced the launch of Zenuity. Innovative names are significant for the industry, and the name derives from ingenuity and zenith (the point of the celestial sphere that is vertically above the observer). So quite literally, word twisting of the highest degree. Read more about the joint venture and the brand name here.

SCA Hygiene

By the time SCA Hygiene contacted Eqvarium, they had already made several unsuccessful attempts to come up with a good name for a new product in their Tena Pants line (for incontinence protection).

“We could only think up very technical names, and they didn’t work well in our consumer tests. We wanted a more emotional name with a warmer feel. The name was to build on the values felt when being helped with one’s incontinence, not the actual problem itself.”
Josefine Wihlborg, Account Manager

Eqvarium let the client weave in its own creative thoughts; together we then explored values such as security, comfort, discretion and fit. The name chosen was Confio, building on the word confidence. The name works well in different languages and gave good results in consumer tests.

Södra

Södra, Sweden’s largest forest-owner association, came to Eqvarium looking for a name for their new communications program. The name needed to represent and unify all the different company areas, and sometimes you just can’t see the forest for the trees. We happily embraced the challenge and came up with a variety of strong contenders. The final decision fell on Unicon, a name that plays on mythical creatures, unity and connection. We’re so happy to be in business with such an important industry group and hope this is the beginning of a beautiful collaboration.

Wellspect HealthCare

Eqvarium has had the pleasure of working with Wellspect HealthCare on numerous projects since 2008. Our latest assignment was a sub-brand for an exciting but as yet confidential development project. We’ll let you know about the great choice of name after the launch! Within catheters, Eqvarium has helped Wellspect HealthCare create names for the two most rapidly growing products: LoFric Origo and LoFric Sense. 

“Our challenge was to create a name within the LoFric family – a name that both stuck out and fitted in. Also, it had to be easy to say and pronounce on all our markets, as we work in a global arena. The name LoFric Origo is one of several product names that we have developed together with Eqvarium. All of these naming processes have been characterised by both professionalism and fun.” 
Christian Thorup, Head of Market Communication, Wellspect HealthCare

“It was extremely valuable for us to find the right name in a quick, cost-effective way, without getting caught up in emotional arguments. Eqvarium has been very professional and in tune with our needs, including our own suggestions in the process. In this case, we chose a name we had come with internally, LoFric Sense. The name has been very successful on all of our markets.”
Marie-Josée Michon-Gente, International Product Manager at Wellspect HealthCare

Atlas Copco Rock Drills

Atlas Copco Rock Drills needed Eqvarium’s help for the launch of a new global service. We created a work group with various competences: product development, marketing/communication, trademark law and different business areas. The work group also included members from the US, as representatives for an important market. All in all, it was an exciting mix of people who helped contribute to a stimulating and efficient work process. The results: a really good name, to be widely launched!

“One of the strengths of Eqvarium’s work process is that everyone gets to be involved. Also, it’s worth a lot to us that they can check from the start whether the names can be registered.“
Thomaz Ahlborg, Product Manager at Telematics, Atlas Copco Rock Drills

Settla Law

A name that works globally – A while ago, Eqvarium was hired to find a name for a Swedish company based in Portugal. They offer tax law counseling for future retirees and entrepreneurs who want to sell their company when moving to another EU country.

The challenge was to find a name that felt warm and welcoming as well as professional. Following a smooth and exciting process, the client went with Settla Law. We played with the English word Settle and “verbified” it with a Swedish ending.

Together with a strong tagline – Moving abroad should feel like coming home – we feel it’s a very strong name.

Read more about Settla Law

Hansoft

Hansoft needed a brand name that was short, snappy and easily remembered, one that would help making their challenger an instant favorite on a competitive market. If the name also had an aura of mystique and could stir a conversation, it would be even better.
Read more about the case here.

“We needed a partner who really understands our vision and identity. It’s hard to find- but Eqvarium was just that.”
Patric Palm, Chair & CEO, Co-founder

Billerud Fresh Services

In April 2011, Billerud Fresh Services launched a new packaging concept guaranteeing safe transports of fresh fruit and vegetables. Eqvarium was given responsibility for the name development project, which resulted in the name SoliQ™. The name builds on associations to the words “sol” (sun) and “solid”, and the capital Q accentuates the concept’s unique, intelligent features. SoliQ is also an ideal name for Billerud Fresh Services’ relevant markets, i.e. countries with a largely Latin-based language culture.

“Eqvarium organized structured workshops, gave us decision support and pointed out the potential problems that different name suggestions might cause. We are very satisfied with the results – SoliQ!”
Tobias Bergarp, CEO of Billerud Fresh Service

Nytida

When Carema needed new names for two different business areas, they invited Eqvarium to help them out. We are proud to have created the name Nytida for healthcare-related services for disabilities, psychiatric care and substance abuse. The name Vardaga, chosen for elderly care, was created by the design agency Garberg Project.

ReiRei – Mawok

Swedish entrepreneur ReiRei AB, creator of innovative designed children’s products, contacted Eqvarium when they wanted to launch their product Sovgunga (sleep swing) on an international market. The Swedish name didn’t work outside the country, and they needed a new, strong name fast. Their requirements: a name that worked internationally and could be registered for trademark protection. Time was running short, but soon a final contender was chosen from a list of 75 suggestions. Mawok means “to dream” in Inuit. Try it out – could it be any better?

“Thanks to Eqvarium’s professional approach, we could agree on a new trademark: Mawok®. Try it out – could it be any better?”
Monika Landberg, ReiRei AB

CCS Healthcare

When CCS Healthcare created the brands Wackra and Curami, they contacted Eqvarium to help them with their name development. Wackra is a name that stands out in the pharmacy beauty selection, as well as being a good choice for the Nordic market. Curami conveys the nurturing qualities of the product series for dry, sensitive skin.

“It felt safest to contact someone who works with these kinds of issues on a daily basis.”
Jonas Nilsson, CEO of CCS Healthcare

Zacco

Zacco contacts Eqvarium whenever their clients need help with linguistic evaluations of names. Each name is sent to one or more philologists, together with a short product description. Within a week, the client receives a report showing how the name works semantically, how appropriate it is within its context and whether there is any risk of pronunciation problems. Finally, a 1-5 rating system indicates how well the name generally works on the clients’ markets. Thanks to this service, Zacco’s clients can make swift, well-informed decisions in strategically important name issues.

Berns Group

When the Berns Group needed a name for their new restaurant, they turned to Eqvarium, who helped them with consultations and name suggestions. The final choice: a combination of two English slang terms for “eat” – Nosh & Chow – which was a suggestion from the Berns Group’s Financial Manager.

Sony Ericsson

When Sony Ericsson contacted Eqvarium, they had used an alphanumeric product naming system for a long time. Now, they wanted to start using names that evoked a feeling in the buyer. The collaboration resulted in a series of names with an international sound, for instance a smartphone called Vivaz (Spanish for “living”). The names for a series of music phones were given a lyrical touch: Yendo, Yizo, Spiro and Zylo. The eco-friendly Greenheart phones were named Aspen, Elm, Hazel and Cedar. The names signify a product line affinity while telling a story that matches the product offering.

Nordea

Nordea Liv & Pension turned to Eqvarium to come up with a name for a new pension savings product. Although descriptive names are common in the bank and finance world, it is still difficult to navigate between overused terms and words that have acquired a negative tinge. Eqvarium led the process, which was quick and characterized by enthusiastic teamwork. The name chosen was “Pension med trygg förvaltning” (“Safely managed pensions”).

Toyota Material Handling Europe

Eqvarium helped create a naming architecture for future products. Together, we decided that the products’ names would be based on what they did. Stacking trucks were thus named Staxio, while lifting trucks were given the name Levio (elevate).

Lindahl Advokatbyrå

“By working with Eqvarium, we can turn our clients’ brand problems into opportunities. We take help from Eqvarium when our customers are about to venture out into the world with an existing brand. Our recommendation is to make an early linguistic quality assurance to save time and money, and also to avoid unpleasant surprises later in the process. Eqvarium’s services complement our own offering, and their competence help us do what we do in an even better way.”
Liselott Enström, Manager of Trademarks, Lindahl Advokatbyrå in Stockholm

Sandvik Coromant

The foundations of the name strategy that Eqvarium helped Sandvik Coromant develop were laid by a work group with mixed competences. Together with representatives from the product section, sales, marketing, branding and intellectual property, long-term sustainable guidelines were gradually crafted, so as to be easily integrated into the rest of the organisation.

Sandvik Coromant has also let Eqvarium help them create a name for a new software solution. Again, the work group was made up of participants who could contribute with product expertise, marketing perspective and branding experience. An IP specialist was also included to give input on intellectual property. Adveon was the name finally chosen; a strong name that sounds good in many different languages.

“Naming development and strategy are common challenges for large organisations. Therefore it’s important that everybody understands and agrees upon the direction in which you are headed. Allowing the process its due course and to look at the issue at hand from different angles are key to successful naming projects. Eqvarium facilitates a process that makes space for both creativity and logic –  the left and the right hemispheres of the brain are invited to dance!” 
Magnus Holst, Brand Manager, Sandvik Coromant

Södertörn University

Eqvarium has on several occasions been invited to give lectures for marketing students at Södertörn University in Huddinge. We mix theory with concrete examples showing how naming issues work in real life. The students are also given tools that make it easier to determine which brand names work better than others.

“Katarina has profound experience within naming, and is an open, relaxed and enthusiastic speaker, who is engaging in both academic and business situations. We look forward to her next visit.”
Robert Leonardi, Södertörn University

Kalenderbolaget

When Kalenderbolaget were unsuccessful in their own attempts to come up with a good name for an event calendar, they chose to contact Eqvarium. The name needed to work both communicatively and legally on the Swedish market, which meant that it was important to find an available SE-domain. The final choice? Allom – a short name with a nice sound and a Swedish feel.

“I am very satisfied. We had tried to come up with our own name, but were constantly getting stuck. Eqvarium guided us through the process with the right questions and positive energy. Among the 175 candidate names were Allom, an existing word that easily becomes familiar in a new context.”
Stefan Pettersson, Allom

TF Bank

When TF Bank contacted Eqvarium, they were about to launch a new service that needed a fitting name. The name had to work linguistically and legally on four different markets, and also had to have an available Swedish domain name. The final name, born after an initial briefing meeting and two intense workshops: Credento!

PRV

PRV:s event “Assistentdagen” focused on how to create actual value out of intellectual property rights, from a national and international perspective. Eqvarium gave a lecture on the topic “The Essence of a name – a journey towards a strong brand on an international market”.

Uppsala Innovation Centre

Eqvarium helped construct a naming system for UIC’s algorithms and also contributed to some name suggestions. Now, the UIC has a proper naming architecture for their future development.

Marknadsföreningen Östersund

When Marknadsföreningen Östersund arranged a day seminar for business owners interested in marketing, Eqvarium was there. With the lecture “Your brand – worth its weight in gold”, we shared our experiences on how strategic naming of products and services can boost profits. The subject was illustrated with good examples of both failures and success stories.

Bjerkéns Patentbyrå

When Bjerkéns Patentbyrå – a patenting agency – celebrated its 60th anniversary, they invited inventors, creators and marketing experts for an evening of new ideas. Eqvarium contributed with a much-appreciated lecture: “Boost your business with a good name!”

Hansoft

The company needed a brand name that was short, snappy and easily remembered, one that would help making their challenger an instant favorite on a competitive market. If the name also had an aura of mystique and could stir a conversation, it would be even better.
Read more about the case here.

“We needed a partner who really understands our vision and identity. It’s hard to find- but Eqvarium was just that.”
Patric Palm, Chair & CEO, Co-founder