A brand that neutralises hazards
pH7 work – Brand workshop | Consumer research | Brand research | Competitive Analysis | Positioning | Brand Strategy | Brand Naming | Brand design | Vehicle signage | Catalogue design
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Dalton International was a successful hazard protection distributor in New Zealand for over 20 years. They operated in the B2B market with a very high reputation and standing for customer service and product breadth and quality.
Dalton had been aware for many years there was confusion in their market about their name and people often struggled to find them easily as another Dalton (landscape supplies) existed. Equally the business had been refining it’s strategy and felt that possibly now was the time to reshape their positioning and brand to market.
Re:brand undertook a detailed workshops with the directors, competitive analysis of the major players in the NZ market (which is quite fragmented) as well as depth-interview with their retailers to understand market need and perceptions of Dalton International.
After distilling this research into a refined strategy and definition of the business it became clear that a name change would align best to the strategy and direction of the company. We undertook a naming process and developed the concept of neutralising hazards. This was then perfectly captured by the neutral ph score (of 7) in a litmus test of acidity.
After assessing a number of options this route was a clear winner. A short, meaningful name which was hoped would capture market attention.
A new identity crafted around the hazard industry palette and look/feel was developed and refined. A strong, bold, trustworthy look was the way to signal to retailers and the market that pH7 was a brand-leader in this space.