A name was to be developed for the new Industry 4.0 label that not only designates a product, but also identifies products that fulfill a specific function as an ingredient brand like a seal of quality: the possibility of networked work. The solutions of the new label can be integrated into a wide range of system environments and thus improve the efficiency and reliability of processes in three key application areas. This allows companies to tap into additional optimization potential and greater security.

The special feature of this project was that not just a simple product had to be named, but an ingredient brand for products with the option of networked working. In terms of content, the name had to remain open, but still reflect the uniqueness of the idea and the concept. As a first mover, STAHLWILLE meets the new requirements and challenges for torque tools, measuring instruments, calibration equipment and software solutions - this should also be reflected in the name.

Endmark developed the new name in strategic creative workshops together with representatives from production, marketing, sales and management. STAHLWILLE decided to develop a new brand and a brand name that combines technology and emotionality in an inspiring way and at the same time delivers a story: DAPTIQ.

With their own brand attributes, the STAHLWILLE and DAPTIQ umbrella brands work and pay into each other: On the one hand, STAHLWILLE represents tradition, quality and reliability. On the other hand, DAPTIQ stands for state-of-the-art technology and the successful step into the future of the industry. Once again, the company presents itself as a pioneer in the industry.

The artificial name DAPTIQ is made up of DA for "Digital Asset", PT for "Product Technology" and IQ for "Intelligence Quotient". Phonetically, the name is reminiscent of the word "haptics", i.e. something to touch or feel, and there is also a visual suggestion of the word "adapting". The name thus exudes a certain familiarity and indicates that we are not dealing with something abstract here, but with "tangible" product benefits.