Drivv.
From nameless cable brand to recognisable on Bol.com, Kaufland and Mediamarkt
Drivv.: from a nameless cable brand to recognisable on Bol.com, Kaufland and Mediamarkt. Name, branding, packaging and listings by us.
drivv.nl ↗Cables are a commodity. Everyone sells them. The difference sits in how you look at the moment somebody has to choose between ten options that are technically the same. That is where the brand wins.
The brief
Drivv. is one of the largest cable brands in the Netherlands. Cables, converters and switches for consumers and professional installers alike. When they came to us there was no brand name yet: the product was there, the distribution channel was there, but the identity had to be built from scratch.
The brief was broad: develop the brand name, the logo, the packaging and the product listing design. The challenge was that cables and converters are among the most commodity-like products on marketplaces. Customers buy primarily on price and ratings, not on brand. Building a brand in a commodity category asks for a specific strategy that is not within reach of every creative agency.
Our approach
We started with the name. Drivv. was chosen because it is short, works internationally, communicates no specific product category (so the brand can widen later), and reads strongly at small sizes on packaging. The full stop at the end is deliberate: it makes the brand visually distinct in search results.
The visual identity was built around an industrial-modern palette: cool grey as the base, with an accent colour that is instantly recognisable on the shelf. The typography is technical and compact, suited to the audience. Packaging got an open-window design so customers can see the product without opening the box, which is not a factor in a marketplace context but became relevant later in retail.
What we delivered
For Drivv. we delivered the complete brand package: the name, a logo with variations, colour palette and typographic system, a full packaging line for the entire catalogue, and product listing design for Bol.com (later extended to Kaufland and Mediamarkt). Plus a brand book that makes every future decision simpler.
The packaging was designed for both marketplace fulfilment (stacked in a Bol.com warehouse) and retail shelving. Practical details such as hooks for in-store hanging, a protective layer so cables are not damaged in transit, and clear product information on every side of the box so it reads in any orientation.
The result
Drivv. has since expanded to Kaufland and Mediamarkt Online alongside Bol.com. The branding we set down at the start scales with every new channel. The same recognisable line, whatever the platform. That is the advantage of investing in a scalable brand system from day one instead of building new assets per channel.
For brands in commodity categories wondering whether branding will return anything, Drivv. is strong evidence that it does, provided you take it seriously. A commodity product with a strong brand sells in more places, gets better access to distribution channels, and can charge slightly more because it is visually distinct from anonymous alternatives. The three to five percent price premium Drivv. can charge against nameless alternatives pays the branding back easily.
