The Need
DuPont needed a name for their new Corian countertop technology that helps surface scratches be less noticeable so that you can see less scratch and more of the countertop color you fell in love with.
The Name
When we developed the new name, we asked lots of questions, studied the markets, developed a naming brief and refined it with the Corian team. Our creative crew developed hundreds of names, and we pre-screened the best for trademark and web issues and presented them with tag lines and rationale before the “Deep Color Technology” name was decided upon.
The Result
“Deep” was then used as a common element across several of Dupont’s names including “Deep Nocturne” and “Deep Terrain” and is still being used in their naming nomenclature today.