Meet Groq, the future of compute.
Once we wrapped up all branding, messaging and web design, Groq came back to Big Monocle to help set their stage for their products in development. With a product roadmap in the works that included an AI chip, a board and more, Groq needed a product nomenclature that was clear and concise, as well as assistance with packaging and product design.
With a product roadmap in development, Groq came back to Big Monocle to help them set the stage for a family of product names that echoed the simplicity and sleekness at the rebrand’s foundation. After a deep competitive analysis and research into the current AI market, we discovered three challenges to avoid while developing the nomenclature:
Avoid creating a complex, convoluted product nomenclature that has little recognition outside of the org. (i.e. name Infiniti’s models vs BMW’s)
Avoid creating a brand problem where products have a stronger utility and brand than the parent (i.e. Autodesk VS. AutoCAD).
Avoid having to transfer equity from products up to master brand down the road at massive cost and effort. (i.e. creating a “house of brands” rather than a “branded house”)
Product names aside, we worked across the table with industrial designers, fabricators, engineers and C-Suite to design the groq™ card™ and groq™ node™. Our design solutions set groq apart from the bleak industrial design the majority of their competitors products have, while still supporting the technology within.