brief: to create a trademark name that transcends language and cultural barriers for a premium non-dairy non-soy ‘ice cream’.
solution: an abstract name derived from the sounds of pleasure all cultures make when eating something delicious – ‘mmm’ and ‘ohh’. We combined these sounds to create mototo, a euphonic name with memorable repetition, which bridges into the tagline ‘totally decadent’, to support the premium positioning.
result: a brand name that has great shelf presence and significant name recall.
brief: to create a high recall trademark name to brand the statewide change from cash booth tolling to a free-flow system on all major toll roads.
solution: to aid recall by the broadest possible demographic, we sought to capture an expression that’s already in everyday use with the name go via. Now all drivers ‘go via’ the toll roads using an electronic tag or video system. The tagline ‘going your way’ echoes the brand name and describes a key benefit.
result: a strong brand name with wide market appeal generating broad awareness of the new road toll system.
brief: to re-name a hair and beauty salon to distinguish its service offering in a saturated market drowning in clichés and appeal to a more sophisticated and discerning clientele.
solution: to reflect the high standard of artistry and creativity that is the salon’s hallmark, we developed the associative name etche. derived from the challenging artform of etching, it draws a parallel between that technique and the proficiency of the salon’s talented staff. The extra ‘e’ was added to aid trademarking and to provide visual balance of the letterforms, creating a strong brand name with maximum recall potential.
result: a brand name that appeals directly to the target market and reflects an outcome desired by all.
brief: develop a trademark brand name for a new range of power tools and storage equipment to appeal to home handymen and small commercial users.
solution: the power tools are of good quality but they are made in China, which is not synonymous with the best tool brands. we developed the abstract name geiger mainly for its hard consonants which give it a strong Germanic feel. The name also borrows a sense of reliability from the idea of a geiger counter.
result: a brand name with instant appeal to the target audience creating trust and strength in the brand.
brief: extend the existing Suntex trademark to create new names for the company’s flagship customer publication and for a new range of fabrics
solution: for the newsletter, we created the name textlines with ‘text’ extended from ‘suntex’ and ‘lines’ suggesting the words in print. for the new range of fabrics, we developed the name tactiles as a play on the word ‘textiles’ but also suggesting the textures which are a key element of the fabrics.
result: a product brand name that extends the strong brand equity in the current market.
brief: create a unique trademark name for a boutique home mortgage company which services a distinct market sector
solution: inspired by the company founders’ genuine passion and desire to serve the community, we developed the name devote to reflect their altruism and sincere ethos. the halo in the visual identity echoes their service philosophy.
result: a highly differentiated brand name in a very crowded market, creating a sense of strong customer service in the minds of the target audience.
brief: create an original name for a new beachside resort that conveyed the nature of the experience on offer
solution: the resort’s offering is built on providing a quintessential ‘small town’ beach holiday, as opposed to generic ‘you could be anywhere’ luxury resorts. we developed the name essence to reflect this focus on simplicity and purity, with a strong sense of place. The name was then spun into the advertising campaign.
result: a brand name that engenders a core value outcome for the audience.
brief: develop a fresh name for a new multi-use residential and commercial property development
solution: these twin tower buildings are very prominent on the waterfront, with outstanding water views courtesy of its north-facing aspect. the name aspex suggests its unmatched position and presents a more sophisticated identity to create word-of-mouth buzz in a regional community.
result: a unusual brand name with strong brand recall.
brief: create a trademark master brand name for a domestic services company to enable franchising of their various services
solution: after defining the company’s brand values of ‘attention to detail’ and ‘delighting the customer’, we developed the abstract name finesto, a combination of ‘finesse’ and ‘hey presto!’ to express those key values. the names of the subsidiary franchise companies were selected to ensure each name shares sounds in common with finesto, to create assonance and memorability.
result: a brand name that supports the franchise ambiitions of the company, that suits an expanding brand hierarchy.
brief: create a trademark name for a new educational centre catering to young women with an intellectual disability
solution: the client wanted the name to express multiple ideas but within one word that would sit against ‘house’. the answer was the acronym miraa which encapsulates the concept of achievable independence. the name also hints at the word ‘mirror’ which is important in the courses on selfcare the centre offers.
result: a brand name that reflects the strong values of the company.