Increased clarity, modernisation and evolution may be good reasons for renaming a design group, but one of Scotland’s leading product design consultancies has claimed sausages are at the root of its rebranding.
Dundee-based Devpro has changed its name to Berg Product Design after receiving speculative job applications from sausage skin specialists eager to find employment with sausage casing manufacturer Devro.
The design group also encountered problems breaking into the American market because of its phonetic similarity to Death Row.
Managing director Andy Clayson explains: ‘Berg carries connotations of mass, power, sharpness and cool and as the word for mountain in German, Dutch and Swedish, carries positive and strong connotations to European audiences.’
The group has no intention of establishing an office in Vienna.