Brand Naming for Startups

Womain looking at the hollywood hills with large block letters spelling out the word 'naming' instead of the iconic 'hollywood' sign.
original photography by Jeremy Bishop retouching by Condensed

While some of the startups we work with have been established for some time, more often than not we come in at the very early stages, before the fledging venture has launched. In these cases, the first puzzle piece that our team is tasked with is naming the company (or product).

When naming a startup, we stay true to our mission to keep things simple and timeless and to communicate efficiently. It's a key component of the branding effort and should be done strategically so it fits with the rest of the brand.

Below are a few naming projects we have worked on over the years:

Sesame

The name "Sesame"
Naming for Sesame by Condensed

Naming Strategy for Sesame

Sesame offers a radically improved healthcare experience by removing the middleman- health insurance companies. By moving towards a direct-pay model, they make quality hassle-free care accessible to everyone giving a better value to both patients and providers.

The Chosen Name

When the Sesame team came to us they had a working name of 'EasyCare'. We wanted to move them away from descriptive names and go with something that was more memorable and positioned them clearly as a completely different experience.

The word 'sesame' was inspired by the phrase "Open Sesame" and the concept of being open, direct and welcoming, these are traits of the platform that we are looking to highlight.

Use it in a Sentence

When i want to see a doctor I just use Sesame.
Sesame
is cheaper than using health insurance.

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Elemental

The Name "Elemental"
Naming for Elemental by Condensed

Naming Strategy for Elemental

The consulting industry is highly opaque. Traditional firms operate as “solution shops”. Professional services come in an expensive, prestigious package and it can be hard to determine how budgets are used.

The Chosen Name

When Elemental came to us they had a working name of 'Advisor Shop'. We chose to go in a more creative direction, proposing names that are short, memorable, and describe the core attributes of the company.

When something is 'elemental', it is essential. It alludes to being indelible, a quality we want associated with the platform.

Use it in a sentence

Elemental makes it simple to engage with a professional services firm.
Make it easy, go with Elemental.

Tagline

"Exceptional Expertise, Simplified"

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Keepers

The name "Keepers"
Naming for Keepers by Condensed

Naming Strategy For Keepers

Keepers is the beautiful shining star of the CPG coffee brands. Most consumer packaged coffees are a little boring (think La Colombe or Stumptown), we knew we wanted to create a brand that positioned them as fun and different. The name needed to feel warm, even nostalgic.

The Chosen Name

The name 'Keepers' is like the girl you bring home to meet mom – she's a keeper. It's something worth holding onto, something authentic.

Use it in a sentence

Give me a Keepers.
I love drinking Keepers.

Tagline

"Summer In A Can"

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Abe

The name "Abe"
Naming for Abe by Condensed

Naming Strategy for Abe

Abe, an online betting platform, came to us with the working name "Pop Odds". Our goal was to come up with a name that helped establish them as the trusted platform for comparing odds and placing bets.

In an industry that is known for dark clutter, this new transparent and accessible platform demystifies sports betting by providing intuitive, powerful tools and unbiased content to help bettors bet smarter.

The Chosen Name

The name 'Abe' symbolizes honesty and transparency, two things missing from the world of sports betting. Abe is also an acronym for Asynchronous Betting Engine, which describes the technology behind the platform.

Tagline

"Bet Smarter with Abe"

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Ozmo

The name 'Ozmo'
Naming for Ozmo by Condensed

Naming Strategy for Ozmo

Like most names we come up with, we favor short and memorable words that convey brand personality. At its core, Ozmo is a smart cup that tracks your hydration. We wanted to give the cup a very personal name that was also relevant to the science of hydration. Ozmo aims to inspire busy individuals to understand their hydration and its impact on their body and the environment.

The Chosen Name

The name 'Ozmo' is derived from the word Osmosis, a scientific term describing hydration. Literally it's the movement of water through cell membranes to achieve equilibrium.

Use it in a Sentence

My Ozmo keeps me hydrated.
Ozmo changed the way I think about hydration.

Tagline

"Ingenious Hydration"

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Boundless Adventures

The Name "Boundless Adventures"
Naming for Boundless Adventures by Condensed

Naming Strategy for Boundless Adventures

The Boundless team had a good grasp on what feelings and personality the brand should have. Back when they launched, there were no big-name zipline/ropes courses that people could trust for an amazing outdoor adventure experience. We wanted to create a brand that felt like a big national theme park, even though they were just starting out with a single location.

The Chosen Name

Boundless is a feeling you get when you are up in a high ropes course in the trees. We wanted a weightless + fun yet bold + powerful name that would give away the promise of adventure.

The name 'Boundless Adventures' is encouraging and aspirational, bringing to mind freedom and the feeling of being weightless or elevated.

Use it in a Sentence

Let's go to Boundless Adventures.
We're going to Boundless this weekend.

Taglines

"The Ultimate Treetop Adventure"
"Be Boundless"

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Cut&Crafted

The name "Cut&Crafted"
Naming for Cut&Crafted by Condensed

Naming Strategy for Cut&Crafted

Cut&Crafted organizes curated maker events and pop-ups with unforgettable experiences packed with great food, innovative drinks, and unmatched quality handmade goods. Originally Brooklyn Makers, their previous name had proved too limiting, as the business was expanding beyond Brooklyn and wasn't focusing only on makers but rather on full event experiences.

The Chosen Name

The name 'Cut&Crafted' is an action-name, which makes you feel the process makers go through without using the actual word 'maker'.

Use it in a Sentence

Cut&Crafted has all the best new makers.
I'm going to the Cut&Crafted market.

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nüm nüm

The name "nüm nüm"
Naming for nüm nüm by Condensed

Naming Strategy for nüm nüm

When the founder came to us, the working name of the product (in demo stages at that point) was Jellyous Jellies. The name was problematic for a breakfast food because it made people think of jelly or jello. It was actually something totally different than any existing breakfast food in the United States, but rather a healthy vegan pudding rooted in Southeast Asia. So we set out to find a name that didn't conjure up any existing types of foods and invited curiosity.

The Chosen Name

The name 'nüm nüm' sounds fun, snacky and delicious. It’s something you want to tell your friends about. It’s new and intriguing, playful enough to catch your eye. This name gives you the idea that there's something different about the product. An added hidden surprise is that the umlauts subtly look like smiles.

Use it in a Sentence

nüm nüm is delicious.
For a healthy snack I prefer a nüm nüm cup.

Tagline

"Rethink Breakfast"

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