Contests / Royal Naming / Brief
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CONTEST TYPOLOGY: SINGLE - NAMING (What’s this?)
04 Sep 14
BRIEF
Summary
Selle Royal, leading company in the bicycle saddles market, is launching a challenge to all creative people and bike lovers to find the name for the new range of products.
Company description
Selle Royal has been a world-leading bicycle saddle brand for over 50 years. Inspired by the mission to support cyclists, the Company’s history is one of continuous innovation built on research, technology, and advanced design. Selle Royal is the brand of reference for individual cyclists and major bicycle manufacturers alike. It is present in over 70 countries around the world today, with product lines designed for every type of riding.
What we are looking for
For your information, this is a Private contest, accordingly ONLY the Client will be able to see the uploaded entries and there is no Community Vote phase. ( Learn more )
The aim of “Royal Naming” is to find the name for the new range of products (‘environment’, not just a product line) that will complement the already existing “Selle Royal comfort for cyclists” and “Selle Royal performa for cyclists” environments.
About the product
The new ‘environment’ of products will have a more body-aware target, with a scientific approach to body related issues. It will have a high-end positioning in the market and will be sold all over the world.
The new ‘environment’ will be really innovative with regards to several aspects:
Ergonomics: scientific studies were carried out by a sport university which analysed all ergonomic saddles in the market; 3 scientific parameters will be taken into consideration for the choice of the saddle: inclination on the bike, seat bones distance and weight.
Design: the innovative design of the saddle was developed by a transportation designer that synthesised highly scientific requirements with cool aesthetics. There is no such saddle on the market yet.
Marketing: the new ‘environment’ of saddles will enjoy a broad marketing plan, that will also benefit from innovative retail solutions.
Guidelines
The name of the new ‘environment’ will have a strong connection with most common ergonomics-related fields, such as: medical, scientific, body-oriented, health-oriented fields etc. It will have to be meaningful and directly associated with the medical field even without context.
The name should be really catchy both in terms of sound and graphics, but should not overpower the brand: in fact, it WILL NOT be a sub-brand of Selle Royal.
The name will have to fit in the following slogan: “Selle Royal _______ for cyclists”, so as to reinforce the connection to the Selle Royal brand.
The name must be understandable at an international level for both dealers and end-consumers.
The name of the ‘environment’ must be acceptable in the legal class 12 (to guarantee the originality of the proposal we suggest you check the name on markify.com )
Internally the new ‘environment’ of products has been so far called ‘physio’, due to the following reasons:
- phonetics: it’s a short word with a good sound.
- meaningfulness: it suggests a direct link to body, positive medicine and well-being.
- comprehensibility: the name is understandable to all cultures and at all social levels
However, such name cannot be used for legal reasons.
For more details, see the Material files.
Implementation
1) The slogan “Selle Royal _______ for cyclists” will feature in printed communication materials.
2) The name alone (without the slogan) could be used for B2B communications and on the product packaging itself.
Award
1st: €500
Special Mention: €300
The selection of the winner by Selle Royal will be the result of an unquestionable evaluation and it will take into account originality and consistency with the brief presented.
Language
Since we are an international Community, all texts provided with your uploads (abstract, description, tags, etc.) should be written in English.
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