PROJECT: Naming CamelBak’s first water bottle product with a built-in filter.

THE NAME: A literal and metaphorical groove.

POSITIONING: The name Groove captures the spirit of life in motion, of being “in the groove,” “getting your groove on” and “feeling groovy.” It also maps nicely to the physical attributes of the product, with the filter slipping into a “groove” within the straw chamber and the patented CamelBak “bite valve” mouthpiece playing off the phrase “tongue and groove.”

VISIT: Groove