Beneflo
Beneflo is an EU-based flexible employee benefits administration platform that allows companies to manage perks through a single Visa-powered card. It’s simple for employees to use and easy for HR and finance teams to control and track.
Brand Renaming x Due Diligence x Tagline
Summary
When a fast-growing HR tech company discovered their original brand name couldn’t be trademarked, they needed a new one fast. With only a couple of days to deliver, we set out to create a name that would capture their values of simplicity, flexibility, and ease of use, while also clearing strict trademark, domain, and language checks for EU-wide operation. The result was Beneflo, a coined name that blends “Benefit” and “Flow,” instantly communicating smooth, intuitive movement of perks from employer to employee. Curious how we pulled it off under pressure? Read the full case study below.
Full Case Study
The Problem
Benefizz! Benefizz is the problem. These amazing entrepreneurs originally launched under the brand name “Benefizz.” It worked well enough until they hit a major roadblock: the name failed trademark approval due to “likelihood of confusion” with a French company called “Benefiz.” They didn’t realize the issue until a partnership with a global brand required proof of trademark ownership. Ouch!
With the partnership on the line, they needed a new name urgently, and with no margin for error. The new brand name had to be trademarkable across the EU, with available domain, and a clean cultural/language check. We only had one, maybe two, naming rounds to get it right. It was a high-stakes moment: without the right identity, their expansion plans may stall before they even began.
The Strategy
Even under a tight deadline, our goal was to deliver a brand name that truly represented the company and the value it brings to the employee benefits market.
With limited time, we first looked at how their existing name aligned with the business. Fortunately, the client still liked the sound of “Benefizz” and was open to similar directions, so we began by exploring close variations before branching into new possibilities.
After conducting the brand research, we decided to lean into one of their biggest differentiators: simplicity. The platform makes benefits intuitive and seamless for both employees and HR teams, so we explored ideas around ease, clarity, and flow.
While we considered multiple naming styles, descriptive coined names felt like the strongest fit for their brand personality and positioning. We shortlisted the best options, and since many were built from real words, the language checks went smoothly. Each was also screened for domain availability and trademarks, and thankfully, everything cleared.
The Solution / Result
About 50 names, 10 shortlisted, 3 finalists, and 1 final selection later, Beneflo came out on top.
Beneflo is a coined name derived from Benefit x Flow. It captures the effortless “flow” of perks from employer to employee, while highlighting the ease of use that defines the platform. The brand name is short, memorable, and professional, striking the right balance between descriptive clarity and brand personality.
Beneflo was successfully trademarked across the EU under TM classes 9, 35, 36, and 42, with no objections… clearing the way for the company’s continued growth.
Fun Fact: From the time they approached us to name presentation took just 4 days. In that short window, we carried out brand research, brainstorming, and full screening for trademarks, domains, and language checks.
Brand Info
www.beneflo.io
*Visual identity by Modernista Creative Studio.
*Images from Beneflo.
© Beneflo
