Naming
The first thing people remember about your brand.
A good name does a lot of work. It signals what you’re about before anyone reads a word of copy. It’s the thing people repeat when they tell someone about you. Get it right and everything else gets easier.
How We Approach Naming
Naming starts with the same discovery work we do for everything else. We learn your business, your audience, and the space you're entering. We're looking for names that fit: easy to say, easy to remember, and true to who you are.
We explore cultural context, linguistic quirks, and what’s already out there. We check domains and social media handles. We present options with rationale, not just a list of words.
Seven Fortunes Coffee Roasters
We found the name Seven Fortunes in the story of Baba Budan, a 16th-century explorer who carried seven coffee seeds from the Middle East to India, sparking a new era of coffee cultivation. For founder Karim, bringing specialty coffee to Dubai for the first time, the parallel fit. They've since grown to over 20 cafés across Dubai and Egypt.
Swiss Water® Process
Swiss Water® Process had a name. What they needed was a system for their product tiers—four levels of offering, each with its own character. Emerald Micro Lots, Verdant Reserves, Evergreens, Ferns. A naming hierarchy that helps roasters navigate the catalog without needing a decoder ring.
Materia Prima
Luca and Rachel needed a name that could bridge their Italian heritage with their Georgian homestead. Materia Prima—Latin for “raw material”—captures their focus on sourcing and origin. Botanical, elemental, and true to how they approach coffee and life.
“We are pleased with the name and identity. It communicates what is truly important in our coffee, our lives, and in food.
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Still calling it “the project”?
A name can be the starting point for a new brand or the missing piece in a larger project. Either way, it's foundational work. Everything else builds on it.