Naming | Consumer

The Situation

Benelli USA approached Brandsymbol to develop a brand name for their first foray into an entirely new category: bolt-action rifles. Poised to represent an entirely new market to the gun manufacturer, this name candidate had to live up to and fit within the established brand of Benelli while defining this innovative weaponry. Likewise, the development process had to explore opportunities that leveraged the established brand equity of the company while also taking advantage of the opportunity to create a highly innovative and legally available brand name.

The Solution

To meet their target launch date Brandsymbol and Benelli had to develop an immediate creative strategy to provide a targeted approach on an expedited timeline. Creating a name that truly represented the power of this cutting-edge bolt-action rifle was the key goal. Brandsymbol utilized a specialized approach and provided a group of bold and confident-sounding names for the Benelli team.

The Success

Lupo is the Italian word for wolf. Being an Italian company, this fits nicely into the Benelli family because of the local translation that matches the master brand. An “apex predator ” that was “top of the food chain” was precisely the bold statement the company wanted to make with their introduction to a new market, positioning this offering for long-term success.