Dalton International had been a respected hazard protection distributor in New Zealand for more than 20 years. Despite its strong reputation, the company faced ongoing confusion in the market because another well-known business, Dalton Landscape Supplies, shared the same name.
The name clash made it difficult for customers to easily identify and find Dalton International. At the same time, the company was refining its strategy and saw the opportunity to adopt a name that better reflected its evolving direction.
Through workshops with directors, competitive reviews, and interviews with retailers, it became clear that a new name would support both clarity in the market and the company’s forward strategy. We developed a naming concept inspired by the idea of neutralising hazards, expressed through the neutral pH value of 7 — a powerful metaphor that connected directly to the company’s role in reducing risks.
After testing a range of options, pH7 was chosen as the clear winner: short, distinctive, and highly memorable.
Dalton International successfully transitioned to pH7, a name that removed confusion in the market while clearly signalling the company’s focus on safety and hazard protection.
