The company

A member of the Tetra Laval group, Sidel is a leading provider of equipment, services and complete solutions for packaging liquids, foods, home and personal care products in PET, can, glass and other materials. Boasting 321 employees at its headquarters in Switzerland alone, the firm is present worldwide at over 50 locations and runs production facilities in 13 countries. Machines made by Sidel have been installed in almost every nation across the globe, just shy of 40 000 in all.

The challenge

Can one differentiate between equipment with names such as SBO34XS or SBO Universal 2? Do the names say anything about the strengths of the brand? Do they orient staff and clients within the range? Do they help Marketing sell? We asked these questions and made clear that Sidel had a lot to gain from a uniform naming system for their offering. Sidel needed an efficient system for sorting the complex set of solutions they offer, including solutions for specific equipment, technologies or products. At the same time, the brand Sidel itself needed to be made more clear to clients. It was particularly challenging to include all the parts of and people at the firm affected by the new naming process.

The solution

First, we researched more than a thousand pages of presentations and held numerous one-on-one interviews to pinpoint just what requirements the naming process and the names themselves must meet.

Second, we held meetings with small groups of management at Sidel and created a flexible naming matrix that works for each packaging solution the firm provides. Third, we ran two full-day workshops with all relevant stakeholders and set the names themselves, democratically.