Etex Group, a leading manufacturer of building materials, needed a unified brand name for their new architectural fibre cement panels. Traditionally, Etex had created different product names for each market, but this time they wanted a single name that would resonate globally. The challenge was to craft a name that conveyed the quality, innovation, and high-end appeal of the product, while also being universally applicable.

We developed the name Equitone, a unique and evocative brand name that represents balance and excellence. Through comprehensive linguistic, cultural, and legal checks, we ensured the name worked seamlessly across all target markets. Equitone stands for equilibrium—the balance between aesthetics, technology, and material—making it a strong, international concept brand.

• Worldwide Brand naming and consultation
• Trademark and legal availability searches
• Linguistic and cultural checks
• Brand strategy planning and implementation

Launching Equitone as Etex Group’s first international concept brand required a name that was both expressive and technically sound. We started by developing two sets of criteria: expressive and technical. The expressive criteria focused on conveying the product’s quality, strength, purity, and its unique characteristics as a single material, coloured throughout. We aimed for a name that was prestigious, strong, and authentic—a name that would add value to the architectural world.

The name Equitone was launched alongside a comprehensive product range and quickly developed into a strong umbrella brand. Sub-brands like Lunara, Tectiva, Materia, Natura, Linea, and Pictura were added, creating a cohesive family that highlights the material’s versatility and aesthetic appeal. Today, Equitone panels are seen on facades of architectural masterpieces around the world, appealing to architects and builders looking for quality, sustainability, and timeless beauty.