[gb] Studio

Names are important. Names tell stories. Names invoke a state of mind, a feeling, a moment. Maybe you thought up your own name for a product, for a company. Maybe you paid somebody to do it. Whatever the route, a good name is invaluable.

Not all names are created equal though. Sometimes you stumble onto one that so succinctly sets the stage that everything else flows from it: the logo, the brand, the visual look & feel, the customer-base.

Customer base? Yeah. Names affect who your customer base is. It’s not a hard and fast rule, but it’s something to be aware of. Why is Scion the name for Toyota’s youth-centric brand and Lexus the name of their luxury brand? Could you imagine a 60-year-old with deep pockets getting excited by something called a Scion? I’m not saying it couldn’t happen, but it’s not in-built. The name would have to be overcome to reach the right demographic.

Tea Hugger

What prompted this little post? I was browsing The Dieline for some packaging design inspiration and ran across Brian Peters’ design for Tea Hugger. The packaging is great, but it’s the name that got me. It’s perfect. For their demographic, their product focus (Earth Friendly Teas), could you think of a better name? I wish I knew who came up with it. I wish it had been me.

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