Client: Fermax is a Spain-based producer of audio and video door entry systems; its mission is to create and constantly improve the comfort, intelligence and safety in access systems.

Case: International product naming
For the launch of a revolutionary product in a completely new market—Security-Access Control—Fermax sought Labbrand’s assistance in finding a name to express a new trend in access control lifestyle.  The name had to express the product’s integrated design and advanced technology.

Solution: Inkey

The “key” in Inkey clearly identifies the main function of the product: access control.  Inverted, it becomes “key in”, a link to the traditional method of code entry security systems.  The “key” is also important as the product is placed directly on door handles, acting as both its lock and key.

The name is short, reflecting the product’s compact design.  From a phonetic point of view, the inflection is heavy on the first syllable, where there is a deliberately placed pausation on “in” which then flows smoothly into the second syllable “key”.  The pronunciation mirrors the action of unlocking: there is an initial stoppage as one attempts access, and subsequent entry is smooth and controlled. 

Upon completion of naming, Labbrand was also commissioned with the name’s logo design.