WO2021044043A1

WO2021044043A1 - Adaptable branding

Info

Publication number: WO2021044043A1
Application number: PCT/EP2020/074882
Authority: WO
Inventors: Philip BRANAGH
Original assignee: Computer Luggage Co Ltd
Priority date: 2019-09-04
Filing date: 2020-09-04
Publication date: 2021-03-11
Also published as: GB2601660A; GB2601660B; GB202202255D0

Abstract

A modular branding device is provided and comprises two or more parts.

Description

ADAPTABLE BRANDING

The present invention relates generally to branding and particularly, although not exclusively, to the branding of products including, without limitation, bags, rucksacks, tablet cases, clothing and the like.

Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services.

The challenge with branding products, such as (e.g. laptop) bags: building branded/bespoke products is a fairly long and laborious process. Conservatively it can easily take 18 weeks and involves mould development, a few rounds of sampling, airfreighting of the samples and then presenting to the client. Customers may also be provided with locally branded products that use screen print or embroidery. These are not particularly innovative and the finish is not in the same league as a purpose- built branded case.

The solution: adaptable/modular branding.

An aspect of the present invention provides a modular branding device comprising two or more parts.

Benefits of aspects and embodiments of the present invention may include:

• Reduction in the cost of producing high quality branded cases. • Reduction in the time it takes to deliver a high-quality branded product. The normal process can take somewhere around 18 weeks (development, sampling, moulds, production and, for example, shipping from the Far East).

In some aspects and embodiments the adaptable branding concept may work on the basis that a company manufactures and holds stock (e.g. in the UK), a collection of products that feature adaptable branding. The incumbent branding could, for example, be generic, or that of the supplier which means regular customers can buy as usual. This also means the supplier is not committed to producing/stocking products restricted to a particular brand i.e. it could potentially be sold to lots of different customer.

In one embodiment, for customers that wish to have own-brand products rubber injection moulds are created, which take just a few weeks. The generic/supplier injection logos can be removed and replaced with the customer’s own logo (or, for example, a different logo of their choice). It is also possible, for example, to keep a stock of unbranded/unfinished parts (e.g. bases) and to fit logo/branding parts when required. The completed/assembled device can then be added to a product, such as a case. Alternatively the product could be pre-fitted with a base and a logo part could be added.

In some embodiments the insert is formed from a rubber or rubber-like material.

Other embodiments use plastics material for the body and/or the insert. Different plastics materials could be used for the insert and the body. The result can be high-quality, cost-effective branded products.

In some embodiments a body/chassis may be formed from metal.

In some embodiments an insert may be formed from a rubber or rubber-like material.

In some embodiments one or more parts of the device are formed from a plastics material.

In some embodiments one or more of the parts may be formed using an additive manufacturing process.

One or more of the parts may be formed by moulding, for example compression or injection moulding.

One or more of the parts may be formed by casting. For example a cast metal body.

In some aspects and embodiments, the present invention relates to a branding device in which one or more parts of the device are replaceable/exchangeable.

The device could, for example, be formed as a branding component such as tag, tab, badge, zipper pull, badge or the like. The device may be formed in two or more parts. In some embodiments the device consists of two parts: a constant/generic “base” or “chassis” part; and an interchangeable, customised/bespoke logo/brand-bearing part. The parts of the device may be shaped so as to be a complementary fit, for example the logo-bearing part may be a push/snap fit into the body. In some embodiments the connection is made without the need for any further securement method (such as adhesion) although in some embodiments additional steps may be taken to ensure the parts do not separate in use.

One part of the device, for example a base, may be provided with a recess, channel, slot, slit, socket or the like for receiving a branding part.

The parts of the device may, for example, be formed from different materials and/or be formed using different production techniques.

In some embodiments the base component is of a higher quality/better finish than a logo component. In some aspects and embodiments the principle of the present invention is to be able to produce a logo-bearing component using a relatively quicker and/or cheaper and/or easier technique so that it can be sourced relatively quickly and easily, whilst maintaining the overall quality of a branding device by using a base/chassis that can be formed or pre-formed ready to receive the logo-bearing component. A multi- component branding device allows different materials and/or production techniques to be used to achieve this aim.

The device could be formed as a body and an insert. The insert may be detachably attachable from the body.

Either or both sides of an insert could be embossed, labelled or decorated.

The present invention also provides a method for producing a branding device comprising the steps of: i) forming a body part; and ii) forming a branding part. The parts may then be assembled/connected together. This could happen at the time of manufacture or later.

Different aspects and embodiments may be used together or separately.

The present invention is more particularly shown, by way of example, in the accompanying drawings.

The example embodiments are shown in sufficient detail to enable those of ordinary skill in the art to embody and implement the systems and processes herein described. It is important to understand that embodiments can be provided in many alternate forms and should not be construed as limited to the examples set forth herein.

Accordingly, while embodiments can be modified in various ways and take on various alternative forms, specific embodiments thereof are shown in the drawings and described in detail below as examples. There is no intent to limit to the particular forms disclosed. On the contrary, all modifications, equivalents, and alternatives falling within the scope of the appended claims should be included. Unless otherwise defined, all terms (including technical and scientific terms) used herein are to be interpreted as is customary in the art. It will be further understood that terms in common usage should also be interpreted as is customary in the relevant art and not in an idealised or overly formal sense unless expressly so defined herein. The figures are not necessarily drawn to scale, and in some instances the drawings may have been exaggerated or simplified for illustrative purposes only. One of ordinary skill in the art will appreciate the many possible applications and variations of the present invention based on the following examples of possible embodiments of the present invention.

The figures show various aspects and embodiments of the present invention.

The drawings show a modular/multi-part zipper pull (pages I , 3 and 5) and modular/multi-part badge (pages 2, 4 and 6).

The zipper 10 (which may be formed, for example, from metal) is shown in Figures I , 2, 5 and 6 to comprise a slider 15 and a pull/tab 20.

The zipper pull 20 is elongate and includes a generally central, elongate slot 25. Figures 7 and 9 show the pull without the logo part fitted. A logo part 30 (which may, for example, be formed, from rubber) is formed to include a channel 35, 40 down either side. In some ways the logo part has a generally l-shape section. The channels allow the part to fit into the zipper pull, with the side of the zipper pull slot 25 engaging in the channels 35, 40 - see C-C section of Figure 4.

The badge I 10 has a similar construction with a logo part 130 that removably push/press/snap fits into a body part 120. The body part 120 (which may be formed, for example, from metal) is elongate and includes a generally central, elongate through slot 125.

A logo part 130 (which may, for example, be formed, from rubber) is formed to include a channel 135, 140 down either side. The channels allow the part to fit into the body, with the side of the slot 125 engaging in the channels 135, 140.

In pages 3 to 6 of the drawings dimensions are marked, which may or may not be generally limiting for certain embodiments. Although illustrative embodiments of the invention have been disclosed in detail herein, with reference to the accompanying drawings, it is understood that the invention is not limited to the precise embodiments shown and that various changes and modifications can be effected therein by one skilled in the art without departing from the scope of the invention.

Claims

I. A modular branding device comprising two or more parts.

2. A branding device in which one or more parts, components, zones or areas of the device are replaceable and/or exchangeable.

3. A device as claimed in any preceding claim, in which the device is formed in two or more parts.

4. A device as claimed in any preceding claim, in which the device consists of two parts.

5. A device as claimed in any preceding claim, in which the parts are assembled or assemblage together.

6. A device as claimed in any preceding claim, comprising a constant, generic base or chassis part and an interchangeable, customised logo or brand-bearing part.

7. A device as claimed in any preceding claim, in which the parts of the device may be shaped so as to be a complementary fit.

8. A device as claimed in any preceding claim, in which a logo-bearing part is a push and/or snap fit into a body part.

9. A device as claimed in any preceding claim, in which parts are connected by geometric fit.

10. A device as claimed in any preceding claim, in which parts are connected using adhesion, bonding or the like.

1 1. A device as claimed in any preceding claim, in which the parts of the device are formed from different materials.

12. A device as claimed in any preceding claim, in which parts of the device are formed using different production techniques.

13. A device as claimed in any preceding claim, in which the device is formed as a body and an insert.

14. A device as claimed in claim 13, in which the insert is detachably attachable from the body.

15. A device as claimed in any preceding claim, in which the device is formed as a tag, tab, badge, zipper pull, or badge.

16. A branding device comprising a badge with an insert.

17. A modular branding badge comprising a metal badge with a rubber insert.

18. A branding device comprising a zip pull with an insert.

19. A modular zip pull comprising a metal zip pull with a rubber insert.

20. A device as claimed in any preceding claim, in which either or both sides of an insert are embossed.

21. A product provided with one or more devices as claimed in any preceding claim.

22. A product as claimed in claim 21 , selected from the group comprising computer equipment containers, bags, laptop computer bags, rucksacks, tablet cases, and clothing.

23. A method for producing a branding device comprising the steps of: i) forming a body part; and ii) forming a branding part.

24. A method as claimed in claim 30, further comprising the step of push fitting the branding part into the body part.