Infintium by Regupol

The Power to Go Beyond

The Challenge:

Create a brand name for a flooring product that goes the distance

REGUPOL developed a proprietary technology that brought new design possibilities to durable rubber flooring. The resilience associated with gym floors could now support distinctive patterns and finishes suited to a wider world of commercial interiors.

The breakthrough went beyond appearance. It gave architects and designers greater freedom to combine enduring performance with the character of a space.

REGUPOL came to Tungsten Branding for a name that could carry that potential. We needed to move beyond the familiar industrial image and give this advanced material an identity worthy of its expanded possibilities.

The "Ah-ha" Moment:

Coin a new word that evokes durability and distinction

We created Infintium, drawing on infinity to suggest lasting performance and expansive design potential.

Its scientific, elemental sound echoes names such as platinum and titanium, giving the brand the feel of an advanced material. Familiar associations make the coined name intuitive: something substantial, enduring, and capable of going further.

The infinity connection also lends itself to the product’s recyclable nature—the possibility of material finding renewed purpose.

We paired the name with “The Power to Go Beyond.” Together, name and tagline express the breakthrough: beyond conventional appearances, beyond familiar applications, and toward a broader vision of what commercial flooring could be.

The Results: A new name finds its footing

REGUPOL introduced Infintium to an international professional audience at DOMOTEX in Hanover. Its January 2026 announcement described investment in production equipment and planned customer availability beginning that February.

Today, Infintium is presented as a commercial flooring solution combining durability, comfort, and design flexibility. Integrated digital printing enables varied surface designs, with plank and tile formats supporting different installation patterns. REGUPOL’s commercial brochure carries both the Infintium name and Tungsten’s “The Power to Go Beyond” tagline.

The company also documents Infintium installed in an education center’s lounges and corridors, where an integrated logo demonstrates the material’s ability to bring a space’s identity into the floor itself.

REGUPOL expanded what the material could do. Tungsten gave it a name that expanded what people could imagine.

Scope of Work

Brand Discovery

Brand Name Criteria/Brief

Brand Name Development

Trademark Screening

Brand Positioning Strategy

Domain Name Acquisition Research