The jewelry industry is mature and consolidated among 50 of the largest competitors, most of which have similar brand strategies. But the client for this new line wanted a different strategy. She wanted her new brand to be about giving, with a brand promise to give a certain percentage of profits to charities. Also, most jewelry lines bear the names of their designers, but the client didn’t want that. She needed a unique brand name.
Our first task was consumer research. Then, after gaining some target market insight, we crafted a positioning statement. Then we began developing concepts for names that communicate giving while evoking the feeling of ladies’ jewelry. We presented the client with different name options, all of which were available for a U.S. trademark. She chose the name Givesse® (pronounced with a soft G). We created the word Givesse by combining give with largesse. The client applied for and received the U.S. trademark.
ColorMaker has been supplying natural, plant-based food colors to the business-to-business channel for many years. When they wanted to expand into the consumer market, they called on us to help.
Our first task was consumer research. We conducted focus groups with the target audience. As we expected, the groups were enthusiastic about the natural, 100% plant-based attribute. What we didn’t anticipate was that the name of the company, ColorMaker, did not sound natural. So, we conducted a naming study. We presented different options, all of which were available for U.S. trademark. The client chose Color Garden®. They applied for and received the U.S. trademark.