All Product Names

Pivot: entertainment and social action TV network

Pivot - entertainment and social action TV network namePROJECT: Name a new entertainment and social action television network that will air feature documentaries, reality TV, drama series, variety shows and an open source talk show.

PIVOT: Beyond just turning and rotating, Pivot is the one central thing that something — maybe everything — depends upon. It can be a structured course correction or a re-alignment of priorities. Pivot is all about thinking on your feet, adaptation and informed change. Also connotes pivotal, as in being of critical, essential importance.

BRAND POSITION: The Pivot brand is empathetic, and connotes the dance of collaborators — auteurs and audience — learning to work together, to understand and inspire each other. The Pivot network doesn’t strong-arm or browbeat you, it uses compelling, entertaining stories to get the audience to gently pivot in their thinking, and to inspire them to action.

Explaining the thinking behind the new network’s name and brand position, Pivot president Evan Shapiro says that “the world is on a path right now, but there are many different paths that we can choose. We’re not necessarily saying which one’s the right one, but we know where we’re headed right now is not working. So it’s time to shift, and it’s time to pivot.”

Here is a promo video that introduces the network and it’s new shows and content features:

The world is changing, and Pivot will be right there in the middle of that change. And with its innovative digital distribution strategy, Pivot may just turn the television industry upside down as well. The name Pivot is perfect for this ambitious network that is both television and post-television. The old ways of thinking, acting and relating to each other and the world are not working anymore. It’s time to Pivot.

Pivot. It’s your turn.

VISIT: Pivot

Ember: temperature adjustable mug / company

emberPROJECT: Name an advanced temperature adjustable mug and the company behind it and future temperature control products.

EMBER: A small, glowing piece of coal or wood, as in a fire.

BRAND POSITION: Clay Alexander came to us with an amazing product, a sleek and beautiful new kind of travel mug being designed by the famed product design agency Ammunition. The product features advanced technology and a Bluetooth-connected smartphone app to set your ideal beverage temperature and to keep it there. But equally important, the technology is hidden and the experience of using the product seamless, no different than using a “normal” travel mug. Only better. Much better.

We helped create the name Ember for this breakthrough new mug and the company that will produce it and other temperature-controlled products in the future. Ember has great connotations of warmth, heat, and of keeping the flame alive. Also portability — the ember that you keep safe to be able to start a new fire at a different time or place. Sometimes just a few degrees can make the biggest difference in how something tastes. Ember is here to make sure your drink tastes exactly the way you like it.

Check out this great video introducing Ember:

Fast Company: Ammunition Designs Ember, The Perfect Travel Mug

VISIT: Ember

Gogo: airline wi-fi broadband service

Gogo Inflight InternetPROJECT: A revolutionary new wi-fi service for commercial aircraft.

GOGO: From “go-go” — full of energy, vitality, or daring; stylish, modern, or up-to-date.

BRAND POSITION: The name had to be memorable, fun, short, universally known, be available for trademark and easy to pronounce globally, and map to both the travel experience and the Internet connectivity experience.


Cassava: substance abuse recovery app

Cassava substance abuse recovery appPROJECT: Name the premier substance abuse recovery app that helps users maintain their sobriety.

CASSAVA: A staple food in the tropics. Any of several plants of the genus Manihot having fleshy roots yielding a nutritious starch and the source of tapioca.

BRAND POSITIONING: Elements Behavioral Health, a national network of substance abuse and mental health treatment centers and programs, hired us to name the next generation of their iPromises recovery app. The new iPhone / iPad app is offered free of charge on the new portal for addiction, recovery and mental health that Elements created. The app is designed to provide users with a variety of simple tools they can use every day, such as easily locate nearby meetings, monitor moods and activities, and track daily progress, to help them build a strong foundation in — and stay on track with — their recovery.

During our brand development workshop with the client, we identified three key brand positions that formed the conceptual framework for the name development phase. Throughout the review process a cluster of names emerged that evoked recovery, sustainability and nurturing, but Cassava quickly rose to the top as the perfect metaphor for this innovative recovery app. Cassava is a nutritious staple food of the tropics, and the name evokes fresh ocean breezes, rejuvenation, health and well being. Cassava is a sweet and very sticky (memorable) name that is as fun to say as it is easy to use. David Sack, MD, CEO of Elements Behavioral Health, says of Cassava:

“Those in recovery from addiction know how tough it can be to stay on top of the disease — to remain aware of how they’re feeling throughout the day and to find support when needed. We developed the Cassava app so that the millions of people working through these challenges don’t have to reach further than their cell phone or tablet to give their recovery a boost.”

This app keeps users connected to the nurturing roots of recovery one day at a time. Cassava is a spirited, lively and action-oriented name that has the potential of becoming part of the parlance of recovery: Did you Cassava your gratitude list? Let’s Cassava a meeting together. Did you Cassava your sponsor today?

The Cassava App: Get grounded in recovery.

VISIT: Cassava


“We’re on our eighth [ten now completed] project with them. It’s a very good process. It’s very effective. It’s fun and very collaborative. What stands out to me is the consistency in their work, their professionalism and how they deliver their work.”
—Chief Internet and Media Officer, Elements Behavioral Health

Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including Elements Behavioral Health. Download the Zinzin Client Reviews PDF to read the complete reviews.

Lore: course management and student network

LorePROJECT: Re-name the online education service company Coursekit to create a broader, higher-level, evocative brand that will become synonymous with learning.

LORE: Lore is knowledge acquired through education or experience, shared between people and passed down across generations. Literally the body of knowledge, especially of a traditional, anecdotal, or popular nature, on a particular subject; folklore. Learning, knowledge, or erudition that transcends book learning.

BRAND POSITION: Coursekit began life in the fall of 2011 as an online course management service for college students and professors. Offering an experience far superior to all existing course management products, Coursekit was a big hit, and its growth and word-of-mouth buzz has been tremendous. But the company’s mission is greater than just the nuts and bolts of course management; it is about the bigger idea of sharing and transmitting knowledge itself between people. The name Coursekit was too narrow, linear, and failed to rise above the goods and services being offered, which is a hallmark of powerful brands that command strong audience engagement.

Joseph Cohen, the co-founder and CEO of Coursekit, hired Zinzin to create the perfect name for his Big Idea, and we delivered with Lore, a transformational name for a transformational company. Here’s how Lore announced their new name to the world: “Coursekit started as a toolkit for courses. Courses became communities of learners. We’ve seen that people learn by sharing. Our mission is to connect the world’s learners and educators. We need a name that reflects our ambitions. Lore means knowledge shared between people. That’s what we are about.”

Simple, direct, and to the point. The company also created an advanced blog to function as “a discovery engine for meaningful knowledge, fueled by cross-disciplinary curiosity,” which is all about exploring knowledge. The added bonus of the name Lore, after having secured the exact-match .com domain name, is that this discovery engine, edited by Maria Popova of Brain Pickings fame, is called Explore, and can be found at the  subdomain

Here’s a powerful bit of knowledge: Lore is going to revolutionize the higher education and learning experience. Pass it along.

VISIT: Lore | Explore

Lore badge

AeroBurner: golf club product family brand

AeroBurnerPROJECT: Naming a top of the line golf club product family brand for TaylorMade Golf.

AEROBURNER: The faster, more aerodynamic replacement for TaylorMade’s category-leading Burner series of drivers, extended to a full family brand that includes irons and golf balls in addition to drivers.

BRAND POSITION: The name AeroBurner came out of exploring a variety of concepts to replace the Burner series of drivers, which included names such as AfterBurner. AeroBurner more uniquely expresses the concept of aerodynamics and speed that this club exemplifies. Very sleek, high-tech and future-forward.

AeroBurner - clubs

As part of this project we also developed the name RocketFuel for a club shaft product, which nicely complements the AeroBurner name and extends the metaphor of the all-powerful rocket. RocketFuel also led TaylorMade to the brand extensions RocketBladez and RocketBallz.


AeroBurner and RocketFuel – the future of golf is brought to you by TaylorMade.

VISIT: AeroBurner Drivers | AeroBurner Irons

Groove: water bottle with built-in filter

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

GROOVE: A literal and metaphorical groove.

BRAND POSITION: 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

Gravy: hyperlocal events listing app


PROJECT: Re-name a hyperlocal event listings mobile app to create an evocative brand that will become synonymous with finding great things to do near you, wherever you live or plan to visit.

GRAVY: Gravy is the good stuff, the “secret sauce,” a source for discovering all the juicy things going on around you. Like the gravy you eat, the event listings in the Gravy app flow smoothly to your mobile device, and the feeds are customizable in a variety of ways.

BRAND POSITION: C’mon admit it, you want another scoop of Gravy. The brand positioning for this app, which we helped our client develop, began with “Get Engaged” – have an active lifestyle, be out and about, take part in life by discovering great events and experiences right in your own backyard. It is all about serendipitous discovery, finding your fun, getting the scoop with “insider information” about cool happenings near you. Think of it as your very own hipster tipster!

Finding and having fun, memorable experiences shouldn’t be hard, shouldn’t be a time-consuming chore, shouldn’t be work; it should be natural and easy. Like Gravy. The brand embodies — and the new name demonstrates — a rich and flavorful experience; it brings out the best and makes everything taste better. Gravy shows you the way, but doesn’t get in the way.

Have you ever kicked yourself for missing an event near you that you would have attended if only you had known about it in advance? Do you ever suffer from FOMO — Fear Of Missing Out? Then get Gravy, and you’ll always be in the know.

More Gravy please.

VISIT: Gravy


“In terms of market impact, [the new name] changed everything for our company. It’s the most tangible aspect of our brand, we’ve trademarked it, and it has become everything that we represent to the marketplace. Among other things, people ask us all the time what the name means, so it gets the response we want, which is, increased engagement with our customers.”
—Founder of Gravy

Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including Clutch. Download the Zinzin Client Reviews PDF to read the complete reviews.

theWit: upscale downtown Chicago business hotel

theWit hotelPROJECT: Name a new upscale urban business hotel in downtown Chicago.

theWIT: Keen perception, sagacity, intelligence and humor.

BRAND POSITION: “TheWit” captures the essence of a remarkable hotel experience infused with intelligence, creativity and joie de vivre, in a business hotel that refuses to take itself too seriously.


Aquaria: small business capital lending company

Aquaria Funds logoPROJECT: Name a new financial company that provides small business loans and capital financing to entrepreneurs.

AQUARIA: A beautiful word that is the plural of aquarium, which can either describe a small tank or an entire building housing fish and other aquatic life.

BRAND POSITION: Aquaria maps to a primary brand positioning concept we developed for this project, which we called “The Source”: metaphorically the source of life, and literally as a positive source of energy to help nourish your small business and, by extension, a source for new jobs in the community. Aquaria is fresh, natural, and refreshing, evoking a colorful, active, life-sustaining and nurturing organic ecosystem, just the kind of lending environment that the company has created for small businesses as an alternative to the cold, impersonal world of the big banks. Aquaria will help put your company on the map and on display for all the world to see and marvel at, so your business and your dream can flourish. An elegant and beautiful name that perfectly reflects the aspirations and brand narrative of this vibrant company.

VISIT: Aquaria

Nuage Rouge: gourmet food service brand

Nuage Rouge logoPROJECT: Rebrand a Montreal-based artisanal gourmet food service for cafes, bars, and microbreweries. French is the dominant language in Quebec, and by law all commercial signage in Montreal must appear in French. So the new name had to work first in French, but also translate well into English.

NUAGE ROUGE: The English translation is “Red Cloud.” A nuage rouge / red cloud sunset occurs when unique atmospheric conditions turn the sun and the surrounding sky an intense red. Red Cloud is also the name of a powerful Native American warrior and chief of the Oglala Lakota from 1868 to 1909.

BRAND POSITION: The client came to us after they outgrew the restrictive misnomer of their original name, Tablée Terre, which most people interpreted to mean “from the land to the table,” rather than intended meaning, “family table.” People assumed this was a company that delivered farm-to-table produce, not pre-prepared gourmet foods. The client realized that this was a perfect opportunity to not only change their name, but create an evocative brand narrative that meshed with their passionate and disruptive spirit.

We worked closely with the client to create a powerful and memorable brand and insure that the name worked equally well in both English and French. There are myriad poetic images evoked by Nuage Rouge. For instance, “Nuage/Cloud” connotes limitless possibilities, light, air, freshness, bliss, euphoria, energy, the spirit world, mobility, freedom, liberty, abandon, independence and boundless imagination. “Rouge/Red” evokes feelings of hot, spicy, peppery, sexy, passionate, bold, daring, audacious, dangerous, extreme, and revolutionary.

Nuage Rouge is the perfect metaphor for an eclectic fusion of French, Cajun, Belgian, Spanish and South American cuisine. The vision for the kitchen was inspired by the ethos and food preparation techniques of a community of Trappist monks which settled in Quebec in the early 20th century. The Trappists deeply believe in the power of work and the creation of goods. The 48th chapter of the Rule of St. Benedict states, “for then are they monks in truth, if they live by the work of their hands.” Nuage Rouge shares this deep commitment to the land, food, and the spiritual powers of honest craft.

But the brand also has a more playful and wild side that is invoked by its philosophical associations with the Trickster archetype. The Trickster in Native American mythology is a spirit or anthropomorphic animal who plays tricks or otherwise disobeys normal rules and conventional behavior in order to raise awareness, and acts as an equalizer and catalyst for change. Tricksters can be cunning or foolish or both; they are often funny even when considered sacred or while performing important cultural tasks. The mission of Nuage Rouge is to disturb the conventional bar food paradigm with its rustic and sustainable approach to food preparation, delivery, consumption and package recycling. Another unique and disruptive aspect to Nuage Rouge is that their products can pop up anywhere, anytime and in any form just like a mischievous Trickster. Or a cloud. In fact, you might think of them as the first cloud-based kitchen in Canada. Perhaps the entire world.

VISIT: Nuage Rouge

RedShift: MBA-level online training for companies

RedShift logoPROJECT: Name a new MBA-level online training product for business from eCornell drawing from a library of on-demand content from Cornell University.

REDSHIFT: In astronomy, a shift in the spectra of very distant galaxies toward longer wavelengths (to the red end of the spectrum); generally interpreted as evidence that the universe is expanding.

BRAND POSITION: Evidence that the universe is expanding, Redshift is the perfect metaphor for a system that enables and empowers the next-generation of business leaders to create expansive, sustained growth for their companies. The color red is an essential element of the Cornell University and eCornell brand identity; in fact, “Big Red” is the informal name of the sports teams, and other competitive teams, at Cornell University. So the client very much liked the dynamic reference to Cornell University, in the sense of “shifting” away from the ivory tower of academia (“Big Red”) to the “real world” of corporate learning, while still retaining its roots and academic bona fides. Expanding the universe of education beyond the university. “Shift” also suggests a new paradigm in online learning, as well as shifting the balance sheet “out of the red and into the black,” implying that this is good for a company’s bottom line. Authoritative, proven, credible and dynamic, a forward-thinking name for a progressive leader in online education.

VISIT: RedShift


“They met all the deadlines. They were great at discussion. They were creative and had a lot of great ideas.”
—Former CEO, eCornell

Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including eCornell. Download the Zinzin Client Reviews PDF to read the complete reviews.

truTV: television network renaming

truTVPROJECT: Rename Court TV to reflect a wider array of programming.

truTV: Television vérité.

BRAND POSITION: The new name reflects the network’s popular line-up of series that offer first-person access to exciting, real-life stories, and is no longer restricted to court-themed shows.


JetWave: satellite communications hardware

JetWavePROJECT: Name a high-speed Ka-band satellite communications hardware product.

JETWAVE: An invented pairing of “Jet” + “Wave.”

BRAND POSITION: Honeywell Aerospace hired us to create a name for a powerful next-generation aircraft communications hardware platform operating in the high-speed and high-resolution Ka-band, which allows higher bandwidth communication. The name we developed, JetWave, captures the sleek, emotive power of “Jet” — which is also where the product operates, on jet aircraft —  with the ubiquity of “Wave” — always there, always powerful.

Here’s what the company says about JetWave:

Honeywell’s JetWave™ satellite communications terminals enable global connectivity via Inmarsat Aviation’s Global Xpress Ka-band network. Designed to provide broadband-class data connectivity, the hardware and network are optimized for mobility to provide a consistently outstanding passenger experience all over the world.

JetWave is transforming commercial aircraft passenger communications. Catch the Wave.

VISIT: JetWave

Sliver: “super premium” vodka brand name

Sliver vodkaPROJECT: Name a “super premium” vodka from Australia.

SLIVER: A small, slender, often sharp piece, as of wood or glass, split, broken, or cut off, usually lengthwise or with the grain; splinter. Any small, narrow piece or portion.

BRAND POSITION: Sliver is the perfect name for this “Ferrari of Vodkas” — sexy, daring, and exciting. It exudes an edgy aura that maps to the unique, sophisticated bottles, flavors and colors of this “super premium” vodka made from 100% Australian grain and volcanic spring water.

Sliver vodka bottles

VISIT: Sliver Vodka

Jupiter Wells: online window treatments brand

Jupiter WellsPROJECT: A new upscale online window treatments brand.

JUPITER WELLS: Derived from a very small and remote Australian Aboriginal settlement called Jupiter Well.

BRAND POSITION: Evocative, memorable and differentiated from the crowd of boring, mostly descriptive names in the window treatment space. This name elevates the brand above the goods being sold; is charming and disarming; emphasizes style; has some familiarity/meaning; and sounds vaguely like it could be both a designer’s name and/or evoke a non-specific sense of place. Jupiter Wells demonstrates, rather than explains, a unique, entirely new perspective, creating emotional engagement with its audience.

VISIT: Jupiter Wells

Aria: Las Vegas resort casino name

Aria Las VegasPROJECT: The luxury hotel centerpiece of the new Las Vegas CityCenter development.

ARIA: From opera, an elaborate song for solo voice.

BRAND POSITION: The name Aria perfectly captures the experience of art and elegance that this hotel represents, and maps to the concept of a performance by a star that is nonetheless part of an ensemble. Aria is deftly positioned as the antithesis of the stereotype Las Vegas experience. Think cool and classy, not cheap and trashy, with none of the “theme park” pretense so prevalent in most Las Vegas hotels.


Larky: perks and rewards tracking app

Larky - perks rewards app

PROJECT: Name a startup company and mobile app that keeps track of all your perks and reward program memberships in one place. The name had to be free of any app competition in the iOS and Android app stores and have an exact-match .com domain name available for purchase at a sub-exorbitant rate.

LARKY: Larky is a quirky play off “lark,” a carefree or spirited adventure, harmless prank, or family of birds who communicate with sustained, melodious songs. The “-ark” of Larky is very similar to the “-erk” of perk, so Larky naturally alludes to “perk,” but in an associative, non-literal way.

BRAND POSITION: Larky is fun, playful, joyous, melodiously singsong, and also conjures up a “lucky” feeling. In other words, it is the perfect name for an app that is ever-vigilant about alerting you to special deals sure to surprise and delight you with all the perks and discounts you deserve from your memberships. If you belong to AAA, AARP, USAA, an alumni association, professional association, museum, or any one of thousands of member organizations covered by Larky, you’re entitled to valuable discounts on stuff you buy every day. It’s fun, free, and really easy — no membership numbers, no account passwords, no cost, no pain.

Get Larky and get what you deserve.

VISIT: Larky

Landslide: sales/CRM company & software platform

LandslidePROJECT: Name a new sales/CRM software platform. So successful was the chosen name it ultimately became the new company name too.

LANDSLIDE: Overwhelming success (a landslide victory); great energy; a force of nature; powerful and unstoppable.

BRAND POSITION: Maps to software and service that prepares you for a shifting sales landscape, setting you up for overwhelming success, a Landslide victory over your sales quota. The name has great depth and multiple meanings; the negative meaning adds friction, which helps make the name even more engaging and memorable.

UPDATE (2/6/2012): j2 Global Acquires Cloud-Based CRM Provider Landslide Technologies, Inc.

VISIT: Landslide

Criterion: HCM software company and brand

CriterionPROJECT: Rename an established HCM (Human Capital Management) software company to create a brand that better represents the values and aspirations of this reenergized HR, benefits and payroll software firm.

CRITERION: The ideal in terms of which something can be judged; a basis for comparison; a reference point against which other things can be evaluated.

BRAND POSITIONING: PerfectSoftware came to us as a thirty year old software firm with a new management team, game-changing product enhancements, and fresh capital investment that positioned the company for explosive growth. The management team saw this as the perfect opportunity to rebrand and asked us to create a name that better exemplified the company’s bold new vision and ethos.

We created the name Criterion, which is the perfect brand name for both the company that is setting the new standard in HR software performance and the software platform that delivers on every important criteria of Human Capital Management (HCM). Criterion provides HR professionals with a comprehensive, integrated and flexible human resource and payroll solution for managing their company’s most valuable asset — human capital. Which is another way of saying People Power.

The name also maps to the unique approach the company takes in product development, which is to design and implement each system based on their client’s individual criteria of system features and functionality. In essence, each system is a not only setting a new standard of excellence in software engineering, but also the criterion by which they are developed. In addition, Criterion’s HCM suite allows businesses and organizations to manage a broad range of critical human resource functions more effectively and efficiently, within a single system.

VISIT: Criterion