Zino

Brand Naming Packaging Visual Identity

Zino

Problem.

Our client Purv Jamwal from Jammu, India was looking for a unique brand name for his lighting and home automation brand. An agency his company had hired created the name BrightShine for them. Despite being not much convinced they still went ahead with the name only to find it getting objected, after the trademark process.

Solution.

We at Tiepograph knew what we wanted in terms of sound. Tiepograph’s well established proprietary research into sound symbolism has revealed ‘z’ and ‘o’ to be among the quickest sounds across the world’s languages. We leveraged this insight into a competitive advantage for the client. The name Zino means “gift of Zeus” who was the God of lightning and thunder in Greek mythology. The focus on where the meaning and the sound came from also turned into the visual language of the packaging. This established the positioning of the brand and gave it a unique, disruptive visual identity. The client right from beginning received well feedback from the dealers and the customers and are now moving to water heaters, ceiling fans and blenders.

Task

Naming a product in the most competitive industry