DHL Supply Chain North America

When DHL Supply Chain North America acquired Inmar Supply Chain Solutions, it became the largest provider of reverse logistics in the region. But with that scale came a new challenge: how to name and position a combined offer that now spanned 14 dedicated returns facilities, product remarketing, recall management and advanced supply chain analytics. The new name needed to be credible, ownable and compelling in a market full of functional, lookalike competitors.

We were briefed to create a name and messaging strategy that could clearly differentiate the new offer from the market. It had to reflect the unique strengths of the combined proposition – DHL’s global scale and forward logistics capability, Inmar’s deep expertise in reverse processes – while aligning with the 2030 strategy and brand values. The name also needed to support future growth beyond North America.

We explored over 20 naming options across a range of strategic and creative directions, from descriptive and compound names to metaphorical and conceptual routes. Through iterative development and close collaboration, the final name was selected: DHL ReTurn Network.

The chosen name positions DHL as more than another logistics provider – it signals a true strategic partner in returns. “ReTurn” captures the core function of the network while also nodding to value recovery, sustainability and the circular economy. The capitalised “T” adds a subtle visual twist – a nod to transformation and forward motion. “Network” reinforces the scale and configurability of the infrastructure now available to clients.

To bring the name to life, we developed three complete messaging platforms. DHL selected a narrative built around a common frustration: the lack of visibility in reverse logistics. The idea of the “black hole” became the hook for a compelling positioning story – framing DHL ReTurn Network as the solution that turns that blind spot into a source of recovered value.

The final messaging focused on efficiency, analytics and sustainability – speaking directly to logistics leaders who want more control over their returns flows. With flexibility for businesses of all sizes, the copy showed how DHL ReTurn Network helps clients make smarter, faster, more responsible decisions at every step of the process.