Work

Contact

Left column

General conditions

Privacy & cookies

Middle column

+31 (0)20 705 23 45

LinkedIn

Right column

Services

About

Insights

Let's talk

Projects

Alleo

Tuum

Actimel

Senseo

How do you choose a brand name that connects a great modern compensation and benefits platform with an audience that is international, diverse in age, interests and profession?

Despite the original name, YourCampus was not about education. It has alwas been an employment and compensation platform. And not just any one, but the most complete, modern and accessible – and that for employees of different ages, with different expectations, in different industries.The idea behind the name YourCampus was: let the company you work for be a place that’s yours. Your home. Your campus.The problem was that a campus doesn’t mean the same thing to everyone. Many people thought it was only for students. Meanwhile, the brand was spreading its wings and needed to broaden its audience.It needed a simple name that felt right for everyone and did not create misconceptions.

Design agency Verve developed the core promise: helping clients be the most attractive employer in today’s market. This means letting employees choose their own terms of employment, so they experience the highest satisfaction and feel the most engagement at the lowest cost. This is a win-win situation to increase well-being, boost morale and add to a positive workspace culture.

Increase well-being and boost morale

How do you translate that to naming? Globrands took the organisation through a naming journey in two phases. First, we looked at name ideas in three areas: what you get, how you feel, and what is shared.An employee compensation platform has a very diverse audience, ranging from executive to entry-level workers. Each has different interests, so the name could not convey too specific a promise. A name was chosen that stood for a mood that everyone could relate to.So we looked for an abstract name where the emphasis would be on happiness, togetherness, and a personal approach. The preferred tone was simple, friendly, and open.

An open and abstract name for a diverse audience

Alleo is a name that conveys inclusivity, progress and positivity. It has an open and friendly tone. The explanation line is simple: “All earnings optimised”.This is a good example of changing a company’s name when it is growing and ready for the next stage. As a reader, what do you think about your brand’s naming? Is it moving your brand forward, or holding you back?

Bringing the company to their next growth stage

Floriant Gendrault, CEO of Alleo

Project

Asset

Assets

All audiences benefit from the new employee compensation platform name

The challenge: shift Modularbank from a descriptive category to a distinctive brand, reflecting their heartbeat. Technology at the heart of your business.

A new era had arrived for the Estonian fintech platform that was then called Modularbank. They had been the first to address the need for flexible fintech solutions. But sometimes, when a pioneering market suddenly booms, the leader&#039;s name is no longer seen as a brand name but a commonly used generic term for their new category. Exactly this had happened to Modularbank.

'Modularbank' had inadvertently become the name for the pioneer's category

It was time to create distinction again with a new identity, brand essence, design and brand name.Through several strategic sessions it became clear that Modularbank is operating at the customer&#039;s core. They are the heart of the organizations they work for, in order to make them stronger from the inside out for the outside world. The brand essence became: &#039;Technology at the heart of your business&#039;.What brand name would fit this essence? It had to be suitable for a fintech company, preferably with a link to the organization’s Estonian roots.Tuum is a real Estonian name, meaning ‘core’. Short, powerful and clever.

Re-defining the brand after it had defined the category

Rivo Uibo, Chief Business Officer at Tuum

Letting a cutting edge fintech stand out with a distinctive name

Danone, known for its commitment to health and nutrition, was ready to shake up the market with a new probiotic drink to meet the rising demand for foods that are not just good for you but actually work to improve your health. Danone needed a name that could carry this promise in a unique and ownable way.

Danone&#039;s ambition was clear. Strategically, they needed to own this new category. In terms of communications, that meant that everyone needed to understand how this product is new and different, and that Danone is the brand that cares to provide this kind of products. Legally, this meant that Danone needed a wordmark that spreads this message and works as a carrier of future brand value. How do you decide on a name that does exactly this?

More than just a drink

Globrands got to work, and Actimel was born. It&#039;s a name that strikes you with energy—the &quot;Acti&quot; part gets you thinking of action, of moving, of doing. And the &quot;mel&quot; rounds things off with a smooth, sweet tone. Just what you need to start the day right.

Actimel, a name that moves you

But it wasn&#039;t just the drink that got a name. The special probiotic cultures inside needed to stand out, too. Enter Lactobacillus Casei Defensis and Immunitas —names that sound as strong as they work. More than ingredients, they&#039;re the heroes in every bottle.

What's inside counts: meet your gut's new best friends

Actimel did not only hit the shelves; it took over breakfast tables in over 20 countries, earning over €1500 million a year. From Europe to South America, it is now much more than just a drink; it&#039;s a global health habit.

The impact: sip by sip, a global sensation

Actimel&#039;s story shows how much a name can do. Because it&#039;s not just what&#039;s in the bottle that matters; it&#039;s about defining your space in the hearts and minds of your audience. At Globrands, we&#039;re all about finding those perfect words that make a brand not just something you buy but something you believe in. A strong verbal identity lays down the groundwork for a special, one-of-a-kind bond with your audience through the power of language.

The might of naming right

Ready to start building your distinctive verbal identity? Let's chat.

A wordmark that stands for a global health habit

Coffee company Douwe Egberts and Philips developed a coffee brewing system that delivers fresh, individual doses of coffee quickly and tastes delicious at the same time. The coffee that comes out has a creamy top layer. Their working name was Caffè Crema.

Globrands recommended to name it Senseo. Ten years later, Sara Lee bought 50% ownership of the Senseo trademark from Philips for 170 million euros.

At first, DE only assigned Globrands to develop the international name for the coffee bags, which resulted in the very descriptive and easy to understand term ‘coffee pad’.At a later date, Globrands was engaged to develop the name for the whole concept.Ease of use and the creamy taste were seen as essential attributes of the concept, leading to Caffè Crema as the preferred name.Globrands then recommended that these characteristics were too functional to use as a base for a brand name. This new brand should be able to stand alone as a category by itself and possibly contain a multitude of underlying elements. That&#039;s why we recommended to let the name focus on the experience, and less on the product.

The name that eventually met all juridical, linguistic and conceptual criteria, was ‘Senseo’. It sounds Italian, but for everyone in the world it is easy to pronounce and remember. It references to feeling, tasting and smelling. In this context, the simple form and the ‘-eo’ suffix create a feeling of individuality.The word ‘Crema’ was initially added to give an immediate impression of the primary benefits of the new concept. It was then to be excluded as soon as the name Senseo was established enough to speak for itself.Senseo has become an international cultural icon and a huge commercial success.

A simple wordmark standing for a revolutionary story

Naming the experience (and not the product)

<a href="/our-work">Verbal identity and brand naming</a>, opening up hearts and markets.

Build

Expand

Change

For clients who:

Such as:

Interested? Let’s get started with a free Expert Chat.

A great brand name tells a story, even if it’s a bit of a make-believe one.

Rebranding and renaming: why, how and what

The 6 secrets of getting to a good company name

Did you know?

Quote

Quotes

Call to Action

CTA's

Want to win with words?

Flex page

Pages

We are Globrands, Europe's leading verbal identity and naming agency. In your fridge, on the road or in the news: every day you come across brand names we have developed. For more than 40 years we have created verbal identities that open up hearts and markets.

The verbal agency that sets brands in motion