KINELL CASE STUDY
SUMMARY
Sector:
Engineering
Brand type: Sub-group
Primary client: Fétis Group
Trademark territories: 17
Trademark classes: 7, 9, 12, 35, 37, 39, 40 and 42
Countries: Europe, Turkey, Mauritius and North America
Languages: 16
Validation types: Trademark checks, Google checks, .COM checks, localised linguistic validation and automated negative language check (Electric Eel)
BACKGROUND
It was March 2024 when we were approached by Oliver Lythgoe, Chief Marketing Officer of the renowned FÉTIS Group, an international engineering organisation focused on the sectors of off-highway and special vehicles, marine, energy and manufacturing.
The group was investing in the expansion of its decarbonisation and automation activities into new countries, involving seven of its companies. This created the need for a single, consistent brand to unify these capabilities. Existing names were not available or suitable in the target markets, reinforcing the requirement to develop a new, scalable brand for international growth.
PROJECT
Following an extensive naming exercise, focusing on engineering figures, principles, representative signs and symbols, and involving validation across multiple metrics, many strong potential names emerged.
We were grateful for the unanimously positive feedback. The most difficult task for Oliver and the team was then to narrow the shortlist down to three preferred names. The group was especially motivated to avoid the same issues that had arisen with the previous sub-group name, and so we were tasked with conducting our gold standard extended validation process.
After Google and trademark searching over 500 variants of the final three names, KINELL was selected as the clearest name to represent the character of a ‘decarbonisation and automation innovation partner to Canadian and US companies in the off-highway and special vehicle industries.’
The name KINELL is built around the kinetic, photonic principle of electric energy (KINE-), combined with ELectricity and ELement - reflecting the kinetic fundamentals of mechanical engineering driven by electricity.