WINNERS of the Specialist Branding Agency of the Year! Global Awards 2022/23. Read more.
FELAQUA CASE STUDY
SUMMARY
Sectors:
Tech /
Life Sciences
Brand type: Product
Primary Client: Sure Pet Care
Trademark territories: 16 jurisdictions
Trademark classes: Total 4 (trademark checks)
Countries: Select, leading global nations by GDP, including northern Europe core.
Languages: 12 languages
Validation types:
ISO 9001 certified, Trademarks, Google, Linguistic validation and URL.
BACKGROUND
Spring 2020 and as Covid was fast becoming the world’s deadliest infectious disease since the 1918 flu pandemic, James Saunders of Superunion kindly passed on a request from award-winning pet care company Sure Pet Care to name a state-of-the-art cat drinker. As animal lovers, and with cat lovers also quietly emerging from our team of linguists, we were delighted to take on this fascinating brief.
PROJECT
Sure Pet Care’s Rebecca Laborne was from the outset keen to develop a name which would possess that unique quality to sit alongside their dog activity tracker Animo, a name which would be protectable as a trademark and so create marketplace difference worthy of a product range which included the fantastic, award-winning microchip sensitive cat flap.
Immediately, it was understood that a descriptive element was required to make the monitored cat drinking device name instantly accessible to the worldwide customer. Luckily, Latin aqua was recognisable Euro-wide, and semi-globally through medical and sports references. An accommodating vowel-based blend A ↔ I with romance-language feline soon determined a unique, product-denoting favourite FELAQUA despite an uncertain grading by our Italian linguist. Following a further check with three other Italian-based linguists the reservations were quickly overcome. Thanks to the clarity of brief and the client’s understanding of the challenges of overly simple names for a world market, the trademark process would be a straightforward matter and less costly than might otherwise have been the case.
