Ultraply

Markem-Image, a world-renowned provider of end-to-end supply chain solutions, and industrial coding and marketing systems, offers labellers an impressive range of Print and Apply (P&A) solutions. They specialise in manufacturing products that optimise the performance and maximise the lifespan of customer equipment.

The Company’s P&A consumables collection includes a selection of three thermal transfer printer ribbons, and 4 self-adhesive printer labels, all of which stand out for their reliability and quality. Unfortunately, the products in this range were struggling to gain attention with relatively functional, generic names that failed to engage audiences.

Eager to improve the visibility of their products, Markem-Imaje approached Fabrik for help creating a distinctive umbrella name for their Print & Apply consumables range. They wanted to elevate the appeal of their selection with an evocative, unique name that would stand out on its own, and work seamlessly with sub-range identifiers: such as “Premium”, “Performance” and “Prime”.

Our task was to select a scalable, distinctive title that captured the key concepts, benefits, and attributes of the range, while conveying the innovative and authoritative nature of the parent brand. This name needed to work seamlessly across the Company’s website, product packaging, and online materials, instantly separating the product from its competitors.

We embarked on a three-stage naming process with Markem-Imaje. Our team identified core concepts for the umbrella title, linked to optimisation, consistency, reliability, and originality. We also focused our attention on evocative, compound, and invented names, moving beyond functional and descriptive names that would struggle to stand out in the market.

Finally, Markem-Imaje chose the compound name “Ultraply” for the collection. The title fuses the terms “ultra” — connected to excellence and performance, with “Apply”, highlighting the simplicity and reliability of the products. After the name was chosen, we created a new logo and branding assets for the product, consistent with the Company’s existing brand guidelines.

With Markem-Imaje, Fabrik identified a powerful umbrella name that would allow the Company’s incredible product collection to shine in a crowded market. The new title is versatile enough to work seamlessly with the existing sub-identifiers in the P&A solution range, but strong enough to capture audience attention and highlight the brand’s personality alone.

With this new name, and an updated visual identity, Markem-Imaje now has the power to stand out in a competitive sector. The Ultraply title solidifies the Company’s authority in the market, highlights the outstanding performance of the products, and resonates more effectively with its growing target audience.

What we did: