What3Words Branded Merchandise

Precision in Promotion: Crafting a Portfolio of Curated Branded Products for What3Words

This case study details our strategic partnership with What3Words, the innovative location technology company. The core challenge was to develop a cohesive portfolio of curated branded products that reflected What3Words’ precision, global reach, and unique identity. We designed and produced a diverse range of bespoke merchandise, including printed mugs, water bottles, engraved pencils, embroidered keyrings, and printed stickers. Leveraging expert product sourcing from both China and the UK, alongside rigorous independent quality control, we ensured that every item in the curated product portfolio met the highest standards of quality and brand alignment. This collaboration successfully equipped What3Words with impactful, consistent promotional tools, solidifying our reputation for delivering sophisticated branding solutions.

Client Background / Challenge

What3Words stands at the forefront of innovative location technology, offering a revolutionary solution to the imprecision of traditional addresses and GPS coordinates. This globally recognised application has meticulously divided the entire world into 57 trillion 3-meter x 3-meter squares, assigning a unique and unforgettable three-word address to each one. This elegant system, exemplified by addresses like “///filled.count.less” for a specific doorstep, significantly enhances accuracy and ease of communication for everything from emergency services and logistics to personal navigation and e-commerce deliveries. With a mission to make every precise location accessible, What3Words is rapidly changing how we navigate and interact with the physical world.

As a brand built on precision, innovation, and global utility, What3Words faced a unique challenge in its merchandise strategy. They needed to extend their brand presence beyond the digital realm and into tangible, high-quality items that resonated with their core values. The brief presented to us was to create a portfolio of curated branded products that:

1. Reflected their brand identity: The merchandise needed to convey accuracy, simplicity, and global reach.
2. Offered diverse utility: The items should be practical for daily use by a broad audience, from developers and logistics professionals to everyday consumers.
3. Maintained consistent quality: Across various product types, the quality had to be impeccable, mirroring the reliability of their service.
4. Supported various marketing efforts: The products would be used for internal gifting, promotional giveaways at events, and potentially for retail.
5. Adhered to ethical sourcing: As an innovative and responsible company, What3Words required assurance that the production process was ethically sound.

Specifically, the desired items for this portfolio of curated branded products included printed mugs, water bottles, engraved pencils, embroidered luggage tag-type keyrings, and printed stickers. The challenge was to ensure visual consistency, material quality, and brand message integration across this diverse range, all while managing a complex supply chain that spanned both the UK and China and implemented stringent independent quality control. What3Words required a partner capable of delivering a sophisticated, multifaceted merchandise solution that truly amplified their unique value proposition.

Approach / Solution

Our strategy for developing the bespoke portfolio of curated branded products for What3Words was built on a foundation of meticulous planning, diverse sourcing expertise, and an unyielding commitment to quality and brand consistency. We understood that each item, no matter how small, needed to embody What3Words’ core principles of precision and innovation.

Our initial phase involved deep dive consultations and conceptualisation. We collaborated closely with the What3Words marketing team to fully grasp their brand guidelines, target audience, and specific objectives for each merchandise item. This allowed us to propose materials, printing techniques, and design nuances that would best reflect their identity. The goal was to ensure that, despite the varied nature of the products (from ceramics to metal to paper goods), a cohesive and instantly recognisable What3Words aesthetic permeated the entire portfolio of curated branded products.

Strategic product sourcing was critical given the diverse nature of the brief and the requirement for both specialised manufacturing and ethical oversight. We leveraged its extensive network to source the highest quality materials and manufacturers:

• Sourcing from an ethical supply chain with our partners in China: for items requiring mass production capabilities and specific material expertise, such as the embroidered keyrings we partnered with our established manufacturers in China. These facilities are renowned for their advanced printing and embroidery technologies.
• Product sourcing in the UK for printed mugs and water bottles. We leaned on our UK supplier for sublimation of mugs and screen printing for water bottles. We can handle large volumes while maintaining strict quality standards. This allowed us to achieve vibrant, durable prints and consistent product quality across these high-demand items.

Precision branding techniques were applied to each item:

• Printed Mugs: We selected premium-quality ceramic mugs, ensuring durability and a premium feel. Advanced digital printing techniques were used to achieve crisp, vibrant reproduction of the What3Words logo and any associated text, ensuring longevity even with daily use.
• Water Bottles: For the water bottles, durable, often eco-friendly materials like recycled stainless steel or BPA-free plastic are chosen. Branding was applied using laser engraving for a subtle, permanent mark, or multi-colour pad printing for bold, precise logos that would withstand active use.
• Engraved Pencils: High-quality wooden pencils were chosen, and the What3Words branding was applied via precision laser engraving. This method creates a sophisticated, tactile finish that aligns with the brand’s attention to detail.
• Embroidered Luggage Tag-Type Keyrings: These required a specialist approach to achieve the desired tactile quality and durability. High-density embroidery was used to reproduce the What3Words logo and any text, creating a robust, premium-feel keyring that would stand up to travel and daily use. The “luggage tag-type” design added a touch of practical elegance.
• Printed Stickers: High-quality vinyl stickers with strong adhesive were produced using vibrant, weather-resistant printing to ensure they were durable and effective for various applications, from laptops to luggage.

Throughout the entire process, independent quality control was non-negotiable. Our dedicated quality control teams in both China and the UK conducted rigorous inspections at every stage: from raw material verification and in-production monitoring to meticulous pre-shipping checks. This comprehensive oversight ensured that every single item within the portfolio of curated branded products met our stringent quality benchmarks and What3Words’ exacting brand standards, guaranteeing consistency across all product lines. Our commitment to ethical supply chains further ensured that all production adhered to responsible labour and environmental practices.

Results / Outcome

The collaboration between Wurlin and What3Words culminated in the successful creation and delivery of a diverse yet cohesive portfolio of curated branded products. This initiative provided What3Words with a powerful suite of tangible assets that not only amplified their brand message but also resonated deeply with their global audience.

Enhanced Brand Visibility and Recognition: The meticulously crafted merchandise, ranging from everyday items like printed mugs and water bottles to unique accessories like embroidered keyrings, ensured widespread brand exposure. Each item served as a miniature billboard, subtly reinforcing the What3Words identity in diverse settings, from office desks to travel destinations. The consistent branding across all items within the curated product portfolio significantly enhanced brand recall and recognition.

“Wurlin truly understood our brand’s unique needs. The portfolio of curated branded products they delivered perfectly captures the essence of What3Words – precision, innovation, and global utility. We’ve received fantastic feedback on the quality and design of every item.” W3W Marketing Manager

Consistency in Quality and Design: Despite the varied materials and manufacturing processes involved (from ceramics to metal to textiles), we maintained an exceptionally high standard of quality across the entire range. The independent quality control measures implemented throughout production, from both UK and China-based sourcing, resulted in a consistent finish and durable products. This uniformity in quality ensured that every item in the portfolio of curated branded products reflected What3Words’ premium image.

Effective Marketing and Engagement Tools: The custom merchandise proved to be highly effective for various marketing initiatives:

• Promotional Giveaways: Items like printed stickers and engraved pencils served as excellent, cost-effective giveaways at conferences and events, providing memorable takeaways that extended brand reach.
• Internal Gifting: High-quality items such as the printed mugs and water bottles were ideal for employee onboarding and internal team building, fostering a sense of pride and belonging.
• Client Gifts: The premium nature of the products made them suitable for client gifts, leaving a lasting positive impression and reinforcing partnership.

Streamlined Supply Chain Management: We have unique capability to manage diverse sourcing locations (China and UK) and coordinate all aspects of production and logistics provided What3Words with a seamless experience. This end-to-end service, coupled with transparent communication, allowed What3Words to focus on their core business, confident in the timely and quality-assured delivery of their portfolio of curated branded products. The result was not just a collection of items, but a strategic asset that supported What3Words’ growth and outreach efforts.

Conclusion

The successful collaboration with What3Words to create a bespoke portfolio of curated branded products exemplifies our expertise in delivering comprehensive, premium-quality merchandise solutions for innovative global brands. We meticulously translated What3Words’ unique brand identity – built on precision and global reach – into a diverse yet cohesive range of tangible products. From the vibrant prints on mugs and water bottles to the intricate engraving on pencils and the robust embroidery of keyrings, every item was crafted to the highest standard.

This project underscores Wurlin’s proficiency in managing complex multi-product briefs, leveraging a robust ethical supply chain spanning both UK and international manufacturers, and implementing stringent independent quality control. The resulting merchandise not only served as effective marketing tools but also significantly enhanced What3Words’ brand visibility and connection with its audience.

If your brand seeks to elevate its presence with a thoughtfully designed and precisely executed portfolio of curated branded products, Wurlin is your ideal partner. We are committed to transforming your brand vision into premium, impactful merchandise that makes a lasting impression.

Ready to create a curated collection of branded products that truly speaks for your brand? Contact Wurlin today to start your project.