food and consumer brands
TRANSCRIPT
Brand AcumenFood & Consumer Goods Brands
case
stu
dies
Coke Life®Danone Activia® Coca-Cola Powerade®Oscar Meyer Lunchables®Cargill/Coca-Cola Truvia®Sam Adams Utopia®Gatorade G2®Thomas‘ Better Start®Hormel Compleats®Pillsbury Funfetti®Breyers Vivianno®
Trident Layers®Lean Cuisine Market Creations® Kraft Mio®Dove Promises®Danone Danimals Coolision®Mountain Dew White Out®Bird‘s Eye Steamfresh®Powerade Ion4®Bacardi Limon® E.J. Gallo Turning Leaf®Monster Rehab®
Select Food and Beverage Name Creations
case studies
case studies
activ
iaThe Activia brand identity was developed to drive strong association with an active lifestyle which can be achieved with the consumption of probiotic yogurt.
When Danone introduced this new innovation, they had conducted extensive research on how probiotics could benefit the digestive system.
The morpheme ‘via’ also suggests ‘on the go’ and movement. As a neologism, new brand names that begin and end with the letter ‘A’ test best for recognition and recall.
Active probiotic assist digestion
Active, on the go, healthy lifestyle
‘via’ connotes movement, youth, and vitality
New names which begin with the letter “A” test best for recognition and recall. Those new brand names that begin and end with the letter “A” test best amongst all names
case studies
swas
h
Swash is a new cleaning system for clothes that incorporates washing, drying, ironing and drycleaning in as little as 10 minutes.
The name, a neologism, connotes associations with “swift” and “washing.”
At five letters it offers strong alliteration, recognition and recall.
Connotation of ‘Swish”
Washing
Swift, speedy
Visual aesthetic of the letter ‘s’ used twice in this name is associative with the motion of a washer machine and cleansing movement
case studies
prof
ileWith their new line of appliances with cutting edge design and simple and clean lines, GE looked to create a master brand to convey these key attributes.
Longevity of the brand was a prime goal as GE intended a long (20years+) lifespan of this master brand identity.
The ‘Profile’ name captures the essence of blending artistic detail with brilliant features. The ‘Pro’ prefix also connotes ‘professional’ as one would aspire to have a professional designer to accessorize their home.
Association of contour, outline and delineation
Pro infers ‘professional’And ‘masterful’
‘file’ suggests organizationand uniform arrangement and styling
