Online Window Treatments Brand

PROJECT: A new upscale online window treatments brand.

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

BRAND POSITIONING: 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.