You won't forget my name, n.8
You won't forget my name, n.8
The eighth edition of our selection of brilliant naming cases
Following up on the last post of the series, we bring here a curation of new and established brands that have caught our attention in recent times. Their names deviate from traditional naming and open the way to new possibilities when it comes to brand names. Understanding why a name is strong is key to creating ours — we hope this list will serve as a tool for you too.
Heritage to-go
Heritage plays a crucial role in providing significance to a high-end brand. When considering tangible aspects, heritage is there. It encompasses places, landmarks—buildings, monuments, artifacts, archaeological sites, and landscapes that hold historical, cultural, or artistic value. When this is evidenced by working adequately on communication, the place makes a product of a brand an authentic souvenir.
Overall, souvenirs serve as more than mere objects; they hold emotional and cultural value, allowing people to carry a piece of their travel experiences with them and share those experiences with others. They evoke a feeling of nostalgia, connecting them emotionally to the past and the places they have visited. By owning a souvenir, people feel a closer attachment to the place they visited or the culture they experienced, even when they are back home. There's also the meaning for the ones that didn't make the trip: souvenirs can be gifted to loved ones, expressing thoughtfulness and the desire to bring people into the experience.
Some brands adapt the offers to the destination, such as Pandora with collectible charms or Hard Rock Cafe with merch, both only available in the specific destination. Others invest in unique architecture and interior design, like Tiffany's Landmark on Fifth Avenue. In fact, even personalization goes as far as stationery details:
A very attractive way to link with a place and a brand is to bring it the communication and not directly on products or services. This drives value toward brand equity and leaves more creative space to develop what the company offers. With that, there are 3 placements:
First, there are names that add the landmark to the core of their initial name, such as Liberty London. Although the official core of the name is Liberty and is referred to by word of mouth, London is a necessary addition to the heritage but also facilitates engagement in search engines and social media. Another example: Farm Rio, a Brazilian fashion brand that uses Rio for collections offered internationally.
Then there's the midground case. One of the best examples is the name of the Italian jewelry brand Bvlgari. The company was founded by the Greek immigrant Sotirios Voulgaris, who later Italianized his name to "Sotirio Bulgari", in 1884 in Rome, Italy. The point is that the name was eventually further adapted to "Bvlgari" for stylistic purposes—with a V instead of a U (as an ancient Latin that V would be pronounced as a U). This created a very powerful connection with Italian culture, with a reputation for Italian excellence with exquisite craftsmanship.
At last, we have brands whose whole name is in honor of a location such as Fujifilm (Mount Fuji, Japan) in the photography business, Montblanc (Mont Blanc, France) for pens and leather goods, The Waldorf Astoria luxury hotel chain, with the original hotel located in New York City near Waldorf-Astoria Cigar Store the landmark from which it took its name. One of my favorite cases is Bottega Veneta which literally means Venetian workshop, which indicates in one shot the location and what it does.
It is in this type that we have selected some exceptional cases for today:
1. Santa Maria Novella
Stepping into the captivating world of Santa Maria Novella, one is transported to a realm of timeless elegance and rich history, where the intriguing connection between the illustrious Santa Maria Novella church and the exquisite brand unfolds. Nestled in the heart of Florence, Italy, this magnificent church has been a cultural and religious gem, adorned with precious artworks that have inspired generations over the centuries.
The brand's origins trace back to the visionary Dominican friars within the church, who, in the 17th century, crafted herbal remedies and fragrances, giving birth to the extraordinary Santa Maria Novella brand we cherish today. Embracing its profound heritage, Santa Maria Novella continues to create luxurious perfumes, skincare products, and remedies, carefully employing age-old techniques and natural ingredients.
The brand's captivating communication artfully weaves together tales of history, artistry, and craftsmanship, inviting everyone to embark on a journey that beautifully bridges the past with the present.
2. Le Bon Marché Rive Gauche
Le Bon Marché Rive Gauche, an esteemed Parisian department store established in 1838, is imbued with an unrivaled allure through its distinctive brand name. More or less translating to "The Good Market of the Left River Bank," an air of sophistication and exclusivity is evoked, hinting at the store's prime location on the fashionable Left Bank of the Seine. Its reputation for timeless elegance and impeccable curation has garnered a global following of shoppers.
3. Blank Street Coffee
Blank Street Coffee is being introduced as a revolutionary coffee shop chain that is redefining the industry. The brand name indicates its ability to easily fit anywhere, providing a seamless coffee experience, while leaving room to feel like it's local. The structure of the name gives the idea of an imaginary address, which in turn gives a scent of being local that is visually reinforced by the small size of the establishments. It's worth noting that this branding in general is a bit controversial—some say it's too boring or a hotbed of influencers. The truth is that it has been working very well, being pretty and basic, and not at all obtrusive like its competitors, playing as a high-quality and affordable staple.
Signing off,
Ísis M. W. Brennan
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