An often daunting mix of creative, phonetic, cultural and legal challenges, effective naming requires more than just copywriting. It requires analysis of names already owned, competitive names, and brand nomenclature systems. It requires creating with words, word parts, and languages other than English. It requires verification and tests for market presence of the recommended names. Source/Inc. offers the detailed processes needed to evoke brand meaning through language.
GARDENEER
ARCHETYPES
ARTISAN
MEMBER'S MARK
Dalen ProductsGARDENEER®
ELEVATING THE MUNDANE TO THE HEROIC.
Retained by Dalen to revitalize its unremarkable line of residential, usage-defined lawn products, Source/Inc. instead saw a greater opportunity to create a new category-busting stand-alone brand.
And in the process, recommended creation of a new name to replace this highly-specific product line's previous Dalen association.
Partly evocative, partly heroic, and heavily descriptive, the new Gardeneer name has the strength to match up with the new visual style while still retaining an air of salt-of-the earth approachability.
Not a bad outcome on the whole, when you suggest removing the client's name from a brand.
(GARDENEER IS A REGISTERED TRADEMARK OF DALEN PRODUCTS, INC.)