Double Electric Breast Pump Product Name
PROJECT: Name a new double electric breast pump for Lansinoh, one of the leading manufactures of breastfeeding products, and one of the most trusted breast pump brands.
AFFINITY: A natural liking for or attraction to a person, thing, idea, etc. Inherent likeness or agreement; close resemblance or connection. Of or relating to persons who share the same interests. Biology: the phylogenetic relationship between two organisms or groups of organisms resulting in a resemblance in general plan or structure, or in the essential structural parts.
BRAND POSITIONING: Lansinoh needed a name for its new double electric breast pump. The name had to be warm, approachable, and map to the harmonious nature of pumping two breasts at once, as well as emphasize the close connection between mother and baby. Affinity is a name that represents the bond between mother and baby as being the product of both nature and nurture.
Affinity aptly conveys both the literal and emotional cues that represent this product, as well as acknowledging the great affinity between the company and its loyal customers. The soft sound and similarity to “infinity,” the symbol for which is curvy and breast-like, add to its resonance.