DSGNECHO
Naming & Packaging an Integrated Line of Construction Consumables for Global Markets
Client
Jetwiz Concrete Innovations
Type
Construction
Year
2024
Tags
Brand Identity, Logo Design,
Packaging Design, Corporate Design,
Visual Identity
The Project
Design Brief
Circ is a trademarked brand developed under Jetwiz Concrete Innovations. While building the Jetwiz identity, we were also asked to create a distinct brand identity for their new range of construction consumables — designed to work in alignment with their machines, like the G561 and G561 Mini.
These consumables are integral to the system: they enable the production of 18 different grades of concrete, making them essential to overall performance.
Our brief also included naming and branding the entire range under a single, scalable identity that would resonate with global construction markets. The project demanded deep regional research, with a focus on the Middle East, Southeast Asia, and Australia.
Our Approach
After exploring multiple naming directions, we landed on Circ — a name that’s successfully trademarked and built to scale. It stands for Circular Innovation for Resilient Construction , reflecting the brand’s core promise:
● Optimized performance
● Reduced water usage
● Up to 70–80% reduction in material waste
The name strikes the right balance: simple, strong, and globally relevant. The visual identity follows suit — straightforward yet layered with meaning. Two square elements in the letter “i” represent building blocks, symbolizing structure, simplicity, and system clarity.
The design reflects Circ’s flexibility, with applications spanning compound walls, slabs, flyovers, and large infrastructure projects.
We named the individual products — Terramix, Firmamix, Actiash, and more — ensuring a consistent tone and building a cohesive system in both naming and visual identity.
Once the naming was finalized, we moved on to packaging and visual language, selecting a style the construction industry naturally connects with: geodesic line drawings and architectural forms.
We developed fluid, curvaceous visual elements as brand assets, applied them across the packaging system, and introduced colour-coding to clearly distinguish products and their applications.
The result is a cohesive, distinctive presence for Circ — clear, memorable, and built for global relevance.