Fresh Office, a New Zealand owned office supply specialist, sought a new name that would better capture its broadened role and long term direction. The result was Augmento, a name that conveys growth, support, and partnership, reflecting the company’s shift from a traditional supplier to a business that actively helps customers progress and succeed.
Here is a fully reworded version, focused solely on the naming journey:
A thorough naming process began with gathering insight from across the business and its customers. We reviewed the market, spoke with directors to clarify ambitions and strengths, and surveyed staff to understand internal perspectives. Conversations with clients and partners rounded out the picture, revealing how the brand was viewed and where it could evolve.
The research showed that the word Fresh created ambiguity and did not clearly communicate the company’s true value. What stood out was its ability to help clients grow and advance. This became the guiding principle for the new name.
To reflect this genuine role as a growth partner rather than a standard supplier, a new name was essential. The shift in name marked a clear step towards a more future focused identity that better represents the company’s ambition and the success it enables for its customers.
The move to the name Augmento marked a key milestone for the business. Through a collaborative naming process, the new identity was embraced internally and generated genuine enthusiasm across the team, turning what could have been a daunting change into a positive and energising moment.
The adoption of Augmento reinforces the company’s purpose and outlook, aligning its name with its commitment to supporting customer growth. Since launch, the response has been strongly positive, confirming that the new name reflects both the organisation’s ambition and the value it delivers.
We are thrilled for the team as they step forward under the Augmento name, and we look forward to watching their continued success.
