A name is the first piece of design a brand ships, and the one it can least afford to redo. Before we sketch anything, we write — long lists, short lists, and a lot of names read out loud.

Start with what it has to carry

We agree on three things a name must do: fit the story, survive a phone call and leave room to grow. Everything else is taste, and taste is easier to judge once the job is clear.

Test it in the wild

Shortlisted names go straight onto real touchpoints — a storefront, an email signature, a product label — because a name that looks good in a deck can still feel wrong on a receipt.