Our product is 'engineered stone,' manufactured by compressing and baking crushed quartz and polymer resins together. There are other competing products in the market - with the leading/most known product being caesarstone. Go to caesarstone.com.au to get an idea of what it is.
There are numerous brands of this type of product around the world, with about 20 in Australia. Our product will be marketed to the Australian and New Zealand markets and we're aiming for our brand to really stand out as the one to have, rather than 'just another brand.' We have certifications and specifications that exceed that of the best in the market at present.
Most Australian/New Zealand people who have the funds to replace their kitchen or to build a new home would prefer the substantial look, feel, quality, longevity and performance of engineered stone for their kitchen. Most don't know that it can also be used for splashbacks, wall coverings, all bathroom/laundry surfaces, floors, table-tops and even custom made furniture - with no maintenance, unlike real stone (granite, marble, etc).
Still, even with our unfair advantages of lower cost, higher quality specifications and exclusivity, our product will always be a more of a 'premium/luxury' option for all of it's applications, compared to alternative products. Therefore, from a branding perspective, we need to convey an air of quality, refinement and class to reflect the features of our product, as well as it's desirability.
My experience in the building and home-improvement industry has demonstrated to me that if they could afford it, most people would prefer engineered stone.
Why was 'TestraStone' chosen as the brand name? Many brand name ideas were hatched throughout the brainstorming process and for various reasons most of them didn't work. For instance, it wasn't possible to get/protect the .com, .com.au and .co.nz versions of most options all at once; and out of the options we had remaining, nothing else felt right. Then the TetraStone idea came along, based on the makeup of quartz.
"Quartz is the second most abundant mineral in the Earth's continental crust, after feldspar. It is made up of a continuous framework of SiO4 silicon–oxygen tetrahedra, with each oxygen being shared between two tetrahedra, giving an overall formula SiO2."
We feel (as do those who have given us feedback) that the TetraStone name sounds strong, specific and memorable. We also feel that it has an ancient overtone (like 'Caesar-stone'), which is a good thing for branding/marketing - since stone is perceived as ancient, strong and enduring.
Further to that, we feel that this design phase will be assisted by the explanation in the paragraph above but also by the fact that 'Tetra,' means 'four' - and since we've taken it from the word 'tetrahedron,' there is a suggestion that a tetrahedron inspired design might be an option.
We look forward to seeing your design ideas!
(Note: We don't LOVE any of the attached examples but it was difficult to find anything we do like - we're in your hands)