Torqos

Beauty and the brawn

Fisher & Paykel Technologies – the direct drive motor arm of Fisher & Paykel Appliances –needed an independent identity so it could fly its parent’s nest and pursue fresh global ambitions.

The stakeholders we met in New Zealand and China encouraged an autonomous brand narrative around relentless innovation and manufacturing efficiency at scale. Their direct drive systems power everyday products from washing machines to fitness equipment, making them quieter, smoother and more energy efficient.

We developed the name Torqos – derived from rotational force and drive system intelligence – to convey the balance of engineered power and refined precision. The wordmark and visual identity system projects a world class, dependable manufacturing partner and centres on the drive motor’s internal geometry and the hidden architecture of Torqos’s uniquely engineered motion.