Warby Parker is a great example of a brand created from an invented character name, similar to Pink Floyd and Humphry Slocombe. With this invented construction the brand perfectly evokes the milieu of 1920s-1950s history, literature and music, with … [Read More...] about Warby Parker: how an incognito superhero became an avatar of fine eyewear
Zinzin is a naming agency. We create company, product, and service names for established firms, next new things, and breakout brands.
At Zinzin, we believe in the power of real, human language, in names that have rich meaning and depth. Names that are born from a rigorous, logical, and battle-tested naming process, yet aspire to poetry and art. When you have a great name, people will remember it, talk about it, and develop an emotional connection to your brand. We want to help you dream big.
Theory & Practice
A powerful name elevates a brand above and beyond the particular goods or services being sold and creates a memorable and lasting impression out in the world. Such names tell rich stories by drawing from a deep pool of meaning, history, myth, culture, and language. With a powerful name, you don't have to spend as much precious marketing capital trying to convince the world of your uniqueness — you are unique. Here are a few recent examples from our Portfolio:
NAME: ZEO, a suite of consumer banking services.
BRAND POSITION: Freedom, convenience, control, and simplicity. The name itself had to be cool, hip, and techy, yet casual and approachable. Our name, ZEO, evokes a new ("neo"), empowering, and aspirational approach to personal finance, with a fun, energetic, and friendly vibe.
MORE: Read the ZEO case study.
NAME: Éclair, a natural body care brand that's good enough to eat.
BRAND POSITION: Fresh, sophisticated, elegant, fun, and tasty, Éclair perfectly represents a "luxury for everyone" brand experience. The oscillation between quotidian and sophisticated, creamy and illuminated, generates creative friction that gives this brand great power and resonance.
MORE: Read the Éclair case study.
NAME: Sparcade, a skill-based mobile competitive gaming platform.
BRAND POSITION: Sparcade maps to and supports the brand positioning concepts of Engagement — creating an inviting, inclusive place to "spar" — and Destination — the "arcade" reimagined. The name playfully evokes a positive, empowering, exciting, and immersive collaborative gaming experience.
MORE: Read the Sparcade case study.
ABC Television, Alloy, AMC Television, Anthology, Clutch, CMT (TV), Commune Hotels, Compass Learning, Constellation Brands, Criterion, DST Health Solutions, E.&J. Gallo Winery, Éclair Naturals, eCornell, Elements Behavioral Health, Exos, FiftyOne, Fluent, Google, Gravy, GSN Games, Honeywell Aerospace, Insight Pharmaceuticals, Intel, Interstate Batteries, Jabra, Larky, Listrak, Lore, Move Inc, Moxie Software, Parkwood Entertainment, Participant Media, PennWell, PepsiCo, Take Care, TCF Bank, and Universum.
Whether you are a startup developing your first brand or an established company that's been around the block before, our naming guide, The Art of Naming, will help clarify the naming process for you.
Hue & Cry
Beck - Wow: This fantastic video was directed by Beck and Grady Hall, and features collaborations with artists Sam Cannon, Randy Cano, Andy Gregg, David McLeod, John McLaughlin, Jess Rona, and Steve Smith. … [Read More...] about Beck: On The Rules That You Choose To Use To Get Loose (With The Luminous Moves)
Stories are how we connect with each other, and how we become emotionally engaged with brands. Names that tell stories are much more powerful than names that do not. Storytelling is how you turn a name that might belong to any company or product into a powerful brand that can only belong to you. (See our Manifesto for more about our naming philosophy.)
Great names have the potential to generate smiles, word-of-mouth buzz, and press interest. Visit our Press page to see our coverage.
Let's talk. In conversation we can go into greater detail about your unique project and our process and philosophy. We specialize in brand name development, tagline development, brand positioning, brand architecture, trademark prescreening, global linguistic screening, and domain name and social media naming issues. We look forward to continuing the conversation — fill our our handy Contact form or give us a call at 415-857-5775.