From the initial insight of the product line and targeted consumers, it was clear that our client needed to reposition their existing brand (Wild Rose Garments) to cater to a new, high end market segment. They were looking to reposition themselves as a lifestyle brand. We suggested Coveroc to be the new brand name as it was along the lines of their core product values and proposed benefits. Rock symbolizes strength, resistance and toughness which were the main attributes they wanted their customers should see in their safety brands. “Cov” indicating the product's generic identity, the name "Coveroc" provided a strong connection between the brand's core functions and key attributes to create value for the end users.