Pengwin has evolved from Care Credentials Wales (CCW). CCW is a large training organisation working throughout Wales. With subsidiaries being brought into the brand architecture, the overall brand message became diluted and confused. Following extensive workshops with key stakeholders, we found that the best way forward for the brand would be a change of name and architecture. We created Pengwin, based upon their new brand values and strategy. Alongside this we created an architecture where new recruitment and training subsidiaries could sit below the new Pengwin parent brand. Using the same tone of voice and brand guidelines, subsidiaries like Pengwin Recruitment could help grow the overall brand whilst keeping a consistent look, feel and tone. Retaining a Welsh connection was key but we also had to consider growth outside of Wales. Pengwin allowed us to keep the Welsh heritage within the organisation but also have a name and feel that was approachable to those who don’t speak the language. It has elevated the overall brand for Pengwin and now allows them to compete with organisations in England and beyond.
Pengwin is the Welsh translation for ‘Penguin’. Following an extensive naming exercise, we discovered that the penguin is one of the worlds most caring and nuturing animals, looking after both the young and old within its colony. Because of this, we felt that connecting the warmth and caring nature of the animal with the organisation and their passion for care and education was important. We feel that both the animal and the name reflects their values perfectly.