Valess: international name for product

client
For years, Campina has been the largest brand in the Dutch supermarkets. Campina produces milk, yogurt, custard, whipped cream, evaporated milk and cheese. It also owns a number of sub-brands like Optimel, Vifit, Milner and Botergoud.

briefing

Campina has asked Globrands to develop a distinctive brand name that functions as a new category designation between meat, fish and chicken. The name would be accompanied by a Campina endorsement where possible, but should not be dependent on it.

The brand essence: “feel good every day thanks to better food”. The briefing contained the following benefits and thoughts: ‘natural freshness’, ‘nutritional’, ‘foody’ and ‘authorative’.

The name  were to be language-neutral and internationally appealing. The trademark needed to be protected in all of the European Union. The main market would be Western Europe. A short, compact name with an open, bright sound was preferred and the .com and .nl domainnames needed to be available.

Paul Houtepen, marketing manager at Campina Valess:

“A new product category requires very specific naming. Globrands has guided us excellently.”