From KIWI to CIWI: the story behind our name
Every business starts with an idea. For CIWI, that idea began with a broader ambition: to contribute to global access to clean water by making water treatment more efficient, affordable, and scalable.
Jasper Schakel and Erik Kraaijeveld had already developed the technology before there was any talk of a company. In 2023, a significant moment occurred. Participation in the IMD Venture Award helped to further translate the technology into a concrete business model and build an enterprise. One element was still missing: a name.
A name that sticks
From the start, we wanted a name that wasn't too literally linked to water. The water sector features many companies with names centering on terms like ‘water technology’ or ‘water solutions’. We specifically wanted a name that was distinctive, internationally usable, and offered room to grow with the company.
During brainstorming, they discovered the story of how Apple got its name when Steve Jobs visited an apple farm. That inspiration proved to be a bullseye when a bowl of kiwis appeared on the table.
However, the association with the fruit was not enough. The kiwi bird offered a more interesting perspective. The bird became a source of inspiration for our visual identity and, ultimately, for the logo as well. The contrast between working with water and a bird that shuns water makes the logo and the name a recognizable and distinctive element.
One letter made the difference
There was only one practical problem: KIWI was not available as a company name without significant costs for existing naming rights. Therefore, an alternative was sought that preserved the original sound and association as much as possible. And so CIWI was born.
In Latin, the letter C is pronounced as a K in certain contexts. This preserved the pronunciation of KIWI, while simultaneously creating space for a meaning that aligns much better with our activities: Chemical Innovations in Water Industries.
As a result, the name was no longer just a recognizable name, but also became a direct reflection of what we focus on as a company.
From technology to enterprise
The search for a name took place at a key moment in CIWI's development. Founders Jasper and Erik had been working on electrochemical technology for water treatment for quite some time. In 2023, by participating in the IMD Venture Award, they were given the opportunity to further develop that technology as an enterprise. CIWI was selected as the winner, receiving financial support and guidance to further shape the technology and the business model.
That step was important, as CIWI transitioned from a promising technology to a company with a clear mission. That mission has remained the same from the very beginning. CIWI aims to contribute to global access to clean water by deploying innovative technology for more efficient, affordable, and scalable water treatment.
