Okin

Project Overview

When Icon launched in 2017, it quickly became a recognised and trusted name in the Kiwi market. By 2024, however, the brand required a strategic evolution to maintain relevance and future growth. A trademark conflict with another paper company also created an imperative to change the name. This prompted a focused renaming initiative, designed to introduce a fresh identity that reflects the brand’s commitment to affordability, reliability, and community connection while positioning it confidently for its next chapter.

Research and Strategy

Renaming a brand requires a clear understanding of its heritage, market position, and future trajectory. To ensure a seamless and strategic shift from Icon to a new name, we began with a comprehensive research phase.

We analysed the competitive landscape and examined the needs and expectations of our audience, exploring market trends and gathering direct feedback through surveys and interviews. This helped us clarify how the brand was currently perceived and where its future opportunity lay. While Icon was valued for its reliability and affordability, we identified a need for a name with stronger end-user resonance and greater distinctiveness.

From this insight, we established a naming strategy grounded in three key principles:

• Familiarity with evolution: maintaining continuity with the equity built in Icon while signalling a fresh chapter
• Clarity and simplicity: selecting a name that feels friendly, accessible, and easy to recall
• Local connection: reflecting the brand’s place in Aotearoa and its commitment to Kiwi communities

With these criteria in mind, we explored names that would embody approachability, modernity, and a sense of belonging. Okin was selected for its warmth and direct meaning: “O” nods to office, and “Kin” evokes family, connection, and community spirit.

Conclusion

The transition from Icon to Okin was approached with precision, ensuring the new name honoured the brand’s established equity while signalling a confident step forward. Grounded in strategic insight, the renaming process delivered a fresh identity that strengthens market relevance and sets a foundation for future growth.

Since its launch, Okin has been positively received by both consumers and distributors, affirming the strength of the naming direction. The new name has improved shelf presence, enhanced recognisability, and created a stronger emotional connection with everyday users.

This rename was not simply a change of label, but a deliberate evolution designed to support the brand’s next chapter. With Okin, we preserved what made Icon trusted, while introducing a name that embodies modernity, community, and a clear sense of purpose.