The entire product portfolio from the "Bathroom" segment - including taps, bathtubs, shower heads, designer series, toilet seats, bathroom furniture and ceramics - will be brought together under the new brand name.

Short, concise and memorable are three of the most important keywords for the new brand name, which should summarize numerous products. A reference to the core competence "bathroom" should not be missing, a broad target group must be addressed and the name should work in the long term. After some preliminary brand law checks, a detailed look at the competition and with the client's input, Endmark first develops a verbal impact profile that covers the areas of tone of voice, language style, character, message, typologies and modes of action. This resulted in the following important keywords: pragmatic, solid, reliable. In addition, the product series should be recognizable as "baths for everyone".

Based on this, Endmark is developing four thematic lines, which will be given suitable names for the new product series: Bath/Wellness, Water Sound, Living and Lifestyle as well as an international German line. Baliv emerges as the winner and now gives the Emil Lux bathroom product series a coherent name.

Baliv is a short, concise name that combines sound and conciseness in an international context and cleverly expresses the connection to the bathroom.