DuPont
Deep Colour Technology

DuPont was launching a revolutionary new countertop technology for their Corian brand that drastically reduced the visibility of scratches. They needed a name that would reflect the breakthrough nature of this technology and communicate its innovative, high-performance qualities effectively. The name had to convey depth, durability, and the premium nature of the new technology, while also being adaptable for future line extensions.

After conducting in-store research and refining the naming brief with the Corian team, the name “Deep Colour Technology” was chosen. The word “Deep” conveyed the core innovation of the product – its ability to maintain color integrity and reduce scratch visibility. This element was also adaptable for future product lines, leading to successful extensions such as “Deep Nocturne” and “Deep Terrain”.

“Deep Colour Technology” became a key differentiator in the competitive countertop market. It effectively communicated the breakthrough nature of the product and continued to serve as a strong competitive advantage for Corian across various distribution channels. The name established a lasting association with quality and innovation, enhancing the brand’s position in the market.