High pressure washers are Wap Equipamentos Industriais' best known products, but they also manufacture vacuum cleaners, lawn mowers, carpet removers and washing machines. When the company was acquired in 2006 by the Montana Group of São José dos Pinhais (PR), Wap asked the Design Center Paraná to support the structuring and better positioning of their brand. In this context, one peculiarity had to be considered: the word Wap had become synonymous with high pressure washer in the market.

The Design Center's work involved from the board of directors to the sales team and was developed in many stages. The entity promoted a series of ideas workshops approaching the brand's position and the elaboration of new products. At the same time, a short market survey was carried out evaluating Wap sales in specialized shops and the relation consumers had to the brand.

Information obtained at this first stage was then used to compose a semantic panel through which the company could reflect on how they would like their products to be seen in the market, in a way to strengthen their identity. From then on, the Design Center Paraná managed the development of a concept project which was carried out by the design offices Chelles & Hayashi and ParaDesign.