The Compendium of Amazing Names (CAN): H

Heartstring

The Perfect Name For A Cardiac Surgery Medical Device

We created this absolutely perfect name for a cardiac surgery device that is literally a coiled string temporarily inserted into the aorta during bypass surgery. Besides being descriptive, Heartstring because has a secondary emotional meaning (“tug at heartstrings”), and when the procedure is complete the surgeon literally “tugs on the Heartstring” to uncoil and remove the device from the aorta, leaving no trace. This kind of alignment, in which a name is Evocative, Experiential and Descriptive all at the same time is one of the holy grails of naming.

[ Heartstring: case study | website ]

Humphry Slocombe

A Name With Character For An Ice Cream With Attitude

Humphry Slocombe is a unique, “adult oriented” ice cream shop in San Francisco’s Mission District that makes quite possibly the best ice cream on the planet. If you’ve ever had their “Secret Breakfast” flavor ice cream, then you know exactly what I’m talking about. Humphry Slocombe is an ice cream pioneer, mixing unusual flavors to great effect, using ingredients such as bourbon and toasted corn flakes (the aforementioned Secret Breakfast), Huckleberry Crème Fraîche, red wine and Coke (Jesus Juice), or Boccalone Prosciutto. They have over 100 flavors that rotate every day, sometimes 2-3 times throughout the day.

As incredibly good as this ice cream is, however, we wouldn’t be talking about it here if the company didn’t have an amazing name, a name that sets this shop apart from all other ice creams and magnifies their social media draw. Founder Jake Godby worked as a dessert chef at several outstanding San Francisco restaurants before opening the store, honing his craft as a crafty experimentalist. According to a profile in the New York Times (I’ll Take a Scoop of Prosciutto, Please), “With Humphry Slocombe, Godby continued pressing food buttons, beginning with the name, which is aggressively obtuse. (Mr. Humphries and Mrs. Slocombe were characters on the bawdy old British sitcom ‘Are You Being Served?’ Godby insists that if Alice Waters could name her Berkeley restaurant Chez Panisse, after a highbrow French film, he could name his ice cream store after a lowbrow British farce.)”

In our opinion, the name Humphry Slocombe is not so much “aggressively obtuse” as it is strange, distinctive, memorable and totally original, just like their ice cream. It is a name with attitude, a name that establishes a character, with a handcrafted, old-timey feel that plays perfectly against the avant-garde nature of their ice cream. It is also similar in its construction to the name Pink Floyd, creating a new character out of the recombinant parts of old characters. As a testament to just how good and unique are Humphry Slocombe’s ice cream AND brand name, ask yourself how many small, one-store ice cream parlors are there with nearly 300,000 followers on Twitter? With an unbelievably great company name and product, and some brilliant flavor names, imagine how far they could go if only they would just address the issue of their graphically-challenged logo and website.

Humphry Slocombe is a company that has created the perfect brand name to represent the very unique thing that it does. A name with character for an “ice cream with attitude.” And that’s just aggressively brilliant.

[ Humphry Slocombe ]