Hi-Tech, Hi-Performance Consumer Metal Detector
PROJECT: Name a new high-tech, high-performance metal detector from Minelab.
MANTICORE: An ancient mythical beast having the head of a man, the body of a lion, and the tail of a dragon or scorpion. Some medieval accounts say that its venomous spines could be shot like arrows, thus making the manticore a lethal predator. It eats its victims whole, using its triple rows of teeth, and leaves no bones behind.
BRAND POSITIONING: Minelab, the world’s leading manufacturer of metal detectors, created an new, awesomely powerful high-end product. To bring it to life, they wanted a strong, evocative name; a name that could tell a story. So, in the best naming sense, Zinzin created a monster.
The name we created, Manticore, is a cool and very unique mythical creature that positions this product as dominating the competition with its sheer power and unique capabilities. The hybrid image – head (and thus brain) of a man, body of a lion, and tail of a scorpion – works as a metaphor of the “hybrid” of great design + computing power + a slick display.
Digging deeper, “core” implies this is an elemental product, an essential addition to the serious treasure hunter’s toolkit. And “Manticore” also has a phonetic similarity to “mantle,” which subconsciously evokes searching “deep” into the earth. And since the manticore is part of Classical mythology, it relates well to the hunting of Classical artifacts.
Manticore perfectly demonstrates what this metal detector is all about: “Deep Power. Lightening Speed. Deadly Accurate.” It also allows for great graphic potential, which Minelab has taken advantage of:
Manticore: The perfect beast.