cheryl
Administrator
Staff member
How brands get their names, explained by a professional namer - Vox
Dunkin’, Disney+, Impossible Burgers: Who comes up with this stuff?
For a while in the early 2010s, every brand name seemed to contain an ampersand. The product didn’t matter — it could be jewelry (Stella & Dot), athleisure (Kit & Ace), makeup (Smith & Cult), lingerie (Me & You), perfume (D.S. & Durga), watches (Larsson & Jennings), shoes (Mara & Mine), hair care (Original & Mineral), eyeglasses (Sheriff & Cherry), swimwear (Kopper & Zinc), or teen clothing (Pull & Bear), okay, you get it. The ampersand, it was thought, added a cutesy, homespun touch.
It also didn’t matter where you were shopping; You could be in a crowded department store or behind your computer screen and these brands at least sounded like they belonged in a charming boutique just off Main Street.
These days, you won’t see a ton of ampersands anymore. We’ve moved on to other things — simple, conversational phrases like “Hello Fresh” and “feelings” words like, say, “impossible.” Naming trends, just like design trends, come in waves, and they typically respond to those that came before them.
Dunkin’, Disney+, Impossible Burgers: Who comes up with this stuff?
For a while in the early 2010s, every brand name seemed to contain an ampersand. The product didn’t matter — it could be jewelry (Stella & Dot), athleisure (Kit & Ace), makeup (Smith & Cult), lingerie (Me & You), perfume (D.S. & Durga), watches (Larsson & Jennings), shoes (Mara & Mine), hair care (Original & Mineral), eyeglasses (Sheriff & Cherry), swimwear (Kopper & Zinc), or teen clothing (Pull & Bear), okay, you get it. The ampersand, it was thought, added a cutesy, homespun touch.
It also didn’t matter where you were shopping; You could be in a crowded department store or behind your computer screen and these brands at least sounded like they belonged in a charming boutique just off Main Street.
These days, you won’t see a ton of ampersands anymore. We’ve moved on to other things — simple, conversational phrases like “Hello Fresh” and “feelings” words like, say, “impossible.” Naming trends, just like design trends, come in waves, and they typically respond to those that came before them.