Naming an eco-friendly curbside recyclable paper mailer
Whatever you might think of ecommerce and its effect on the economy and the health of the planet, it’s clearly here to stay. In fact, ecommerce is a global, ever-accelerating marketplace. For instance, U.S. ecommerce grew by over 14% in 2021. And there are over 3.8 billion ecommerce users worldwide. Moreover, the trend of buying and selling online is only expected to rise.
Our point? It’s a highly competitive marketplace for brands, to say the least — even for established, leading brands like Georgia-Pacific (GP), an American pulp and paper company with a global presence.
When GP asked Zinzin to name a new line of mailers, we had a challenge ahead of us. The good news? This is no ordinary mailer. It’s a lightweight, cushioned mailer made in the USA entirely from sustainably sourced, curbside recyclable paper, with not a hint of plastic. The tricky bit? It exists in the ecommerce space, an industry full of brand names vying for B2B suppliers and consumers’ attention across the globe.
However, since naming is Zinzin’s specialized craft, we found a great solution in collaboration with our fabulous client’s team.
Behind the name: EarthKraft
The compound name Zinzin created, EarthKraft, is a combination of experiential and evocative name types. It maps strongly to and evokes planet Earth, the place we call home, but with an experiential twist. Kraft emphasizes the role of these recyclable kraft paper mailers in crafting more sustainable practices to help people and our planet.
But the icing on the cake is that this name also evokes the word “spacecraft” — mapping metaphorically to the notion of a durable vessel that travels great distances to deliver its contents safely to destinations near and far. Just like these mailers. EarthKraft is the eco-friendly alternative ecommerce vessel for “spaceship Earth.”
Georgia-Pacific chose a great name for a great product. We applaud our client’s team from Georgia-Pacific’s Packaging & Cellulose division for being so thoughtful throughout our naming process. Not only did they pick a name that stands out, but they also stayed true to their brand positioning.
To maintain that sustainable innovation in products and product names is big challenge within the highly competitive, global ecommerce industry. However, Georgia-Pacific makes it look easy.