Category Archives: Naming



Rice: filling, satisfying, a staple food. Simple Seed: organic, interesting, delicious. Gulf Pacific Rice was already committed to sustainable practices in product production for two decades when they added to their melody of milled, imported and flavored rice. Treading l... read more  

Posted in Authenticity, brand strategy, Branding, Client, Design, Food and Drink, Health and Wellness, Naming, Packaging, Shameless Promotion, Sustainability, Uncategorized | Comments Off



The naming process has been plagued by a default intuition when it comes to the name of your next product, service or company. Describe it. Whether its historical cultural knowledge or just how our brains are wired, most people who invent things, start businesses or design ... read more  

Posted in Authenticity, Branding, Case study, Featured, Marketing, Naming, Process, Social media | Comments Off



Innovative, fresh and timeless. Iconic furniture company Herman Miller knew the world was waiting with bated breath for the release of its next chair that would, in a nutshell, encompass these three words. Past designs like the Aeron, the Embody and the Eames Lounge Chair hav... read more  

Posted in Client, identity, Naming | Comments Off



Naming is one of the most challenging creative tasks, period. It isn't about coming up with lists of potential names. It is often about facing a list of rejected names and being able to start fresh. We have witnessed this rejected look in the faces and have been there to help. He... read more  

Posted in Intellectual Property, Naming, Process, Things to know | Tagged , , , , , | Comments Off



This week Managing Principal Aaron Keller is over at DuetsBlog, synthesizing this oft-quoted Shakespearean line with a modern day healthcare anecdote that suggests the answer to this age-old question actually rests on a sliding scale. Head on over to check it out. Photo source... read more  

Posted in experience design, Health and Wellness, Naming | Tagged | Comments Off