This was a fun project from the standpoint that I was given the task to come up with a brand name, as well as the logo and marketing materials that would accompany the name. The product itself is a 100% recycled spill control solution for industrial distributors. The name & branding came pretty quickly, the products themselves took some years to develop into a viable solution that could sell. In the end everything came together nicely.
The starting point was actually based on a current brand of spill control products, known as Spilfyter (phonetic for Spill fighter). We were looking for a sub-brand that had a similar sound and “feel” as this main brand – a brand that also explained what it did within the name itself. I purposely started to look for words that started with the letter “S”. I kept coming back to the word “Sustainability”. This new product offering was going to be made from 100% recycled materials so this word seemed to fit very well. However, it was too long to be positioned as a brand name.
I then went to the word “Sustain”; which is a verb so there was a dynamic feel to it right away and it explained the “green” story behind the product. I wanted this brand to look and feel right at home with it’s parent brand, Spilfyter. The next logical step was to turn the word into something phonetic, and voila: Sustayn!
You can get very clever with something like this, but you can go overboard pretty quick too. I wanted to introduce some sort of simple “green” element into the logo so I made the “y” into a branch with a leaf. The PMS color is Green #348. Below is a quick introductory video I created for the company youtube page: