Challenge
Solix, a Scandinavian investment company, acquired Intech in 2021 with the intention of combining Intech’s and Carsoe’s activities within tray denesting and handling for food product packaging. The potential upside was compelling: consolidating the two companies food activities could create a new powerhouse in a highly competitive and fragmented industry.
As the two Danish companies had heretofore competed for market share with different tray denesting technologies, executives decided to create a new company name and brand whose expanded product portfolio would include Intech’s electric denesters (INTRAY) and Carsoe’s pneumatic denesters (ANYTRAY).
The brief was thus to get the new company ready to face the world in less than four months. On the to-do list was not only a new company name, logo, and CVI, but the implementation of an entirely new communication platform to solidify the new company’s de facto position as the world leader in its industry.
Solution
CBC initiated the project with research to understand customer perceptions of Intech’s INTRAY + Carsoe’s ANYTRAY brands and the competitive playing field. Based on these insights, we created a positioning strategy and a foundational communication platform that would differentiate the new company and bring to life its unique value proposition.
We then initiated the process to come up with a new name that would not only align with the new positioning strategy, but also live up to other critical criteria. Practically, it had to be unique, suitable for global use, and available both in terms of trademarks and copyrights and a dot-com URL; ideally, the name would furthermore be short and semantically relevant – and something the management team could embrace with both hearts and minds.
Once “QUPAQ” was selected from over 100 viable alternatives, we proceeded to design the new logo and CVI and prepare a brand new web site, trade show stand, and internal/external launch materials.
