You won't forget my name, n.9
The ninth edition of the sporadic 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 choices and open the way to new possibilities. Understanding why a name is strong is key to creating ours—we hope this list will also serve as a tool for you.
As we have previously discussed, names that incorporate the preposition "of" can wield a unique and compelling linguistic power. These names often go beyond labels; they become statements, narratives, and bridges between elements, imbuing brands with an intriguing depth of meaning.
Alix of Bohemia weaves a narrative rich in intrigue and artistry, merging personal aesthetics with a dedication to craftsmanship. The origins of the brand are rooted in the journey of its founder, Alix Verley Pietrafesa. Her immersion in the world of vintage textiles and her decision to acquire a sewing machine during her art history studies in Scotland laid the foundation for her creative exploration.
The brand's inception took shape in London back in 2012 when people began acquiring the unique jackets crafted by Alix. This organic growth speaks volumes about the brand's ability to strike a chord with customers, as its one-of-a-kind, handcrafted pieces resonated with a receptive audience, leading to its evolution.
Its name hints at a connection with the Bohemian lifestyle and ethos. The culture, celebrated for its free-spirited, unconventional, and artistic character, infuses a deeper layer of identity into the brand. This association can potentially captivate individuals who share these values and beliefs. Visually, the inclusion of "of" contributes to a harmonious and visually distinctive brand name. This synergy, coupled with the juxtaposition of "Alix" and "Bohemia," forges a memorable and aesthetically pleasing name that leaves a lasting impression.
Citizens of Humanity stands out for the distinctive elements associated with its name. Firstly, it conveys inclusivity and universality by incorporating "Citizens of," implying that its fashion products are designed to appeal to a broad and diverse range of individuals. Secondly, the use of "Humanity" in the name underscores the brand's human-centric approach. It signifies a commitment to crafting products that prioritize people's needs.
The name also opens up possibilities, as seen in its 'C—of—H' menswear line, which adds a playful element. This approach expands the horizons of brand elements, preventing them from becoming repetitive or boring. As the article on Quiet Luxury in brand communication suggests, a brand is at its best when it orchestrates its elements like a symphony, adding depth and interest.
When embracing this approach, Citizens of Humanity sets itself apart by fostering an inclusive, human-centered philosophy that aligns seamlessly with its name.
3. House of Bo
At the heart of the brand lies Bernardo Möller, a fragrance connoisseur who has curated a personal collection boasting over 500 scents. His multicultural upbringing and reverence for fragrances have influenced his perspective on how scents have the power to evoke emotions and experiences.
“Fragrances are the ultimate expression of essence, they are a most personal and intimate invitation into someone’s soul. It is the purity of this invitation that I wish to transmit with each scent.” – Bernardo Möller
This distinctive naming convention sets "House of Bō" apart in the fragrance industry, reflecting its rich cultural heritage and conveying a sense of prestige. The term 'House of' automatically adds a third voice in the room, as it is how classic luxury brands like Chanel and Dior are referenced by journalists and critics (in English with House of, in French with Maison). In addition to a brand that exists in people's minds, it gains a physical body, a formalization.
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