Logistiek Vastgoed De Pauw, a specialist in renting large warehouse spaces, was preparing to transform its business model and enter the Brussels stock market. This transformation required a new brand identity that reflected their ambitious agenda. The challenge was to find a dynamic name that conveyed their vision of growth and positioned them as a major player in the real estate investment trust (REIT) market.

We developed the brand name Montea, inspired by the notions of climbing and growth, derived from both English and French influences. This name encapsulated the company’s vision of growth and international expansion. We also provided strategic brand consultancy to ensure that the new identity aligned with their stock market entry ambitions and appealed to new investors.

• Brand naming and strategy
• Stakeholder management
• Brand identity and positioning

The original name, Logistiek Vastgoed De Pauw, was traditional, family-oriented, and descriptive, which did not align with the company’s forward-looking vision. To create a dynamic and ambitious brand identity, we held creative brainstorming sessions with stakeholders, focusing on the company’s core values and aspirations. The goal was to develop a name that symbolised growth not just for the company but also for its clients, which include major brands like Barry Callebaut, DHL, and Coca-Cola.

Through these sessions, growth quickly emerged as the central theme. The name Montea was identified as the perfect representation of this theme, drawing from the French monter (to climb) and the English mount. This bilingual influence made the name universally resonant and conveyed the company’s aspirations to reach new heights.