Online window treatments company / product name – Jupiter Wells
One of the most successful online retailers for blinds and window treatments
hired Igor to name a new brand of upscale online window
treatments. The new brand would go after a more affluent,
less price sensitive, consumer with a higher quality product; it required
different positioning, and a much better, evocative name to stand out
from the crowd.
Here are the primary positioning objectives that the new
brand had to accomplish, which we developed with our client
as part of this project; the new name had to:
be evocative, and stand out from the crowd of boring, mostly descriptive
names in the window treatment space
rise above "blinds" and change the conversation within the
industry by creating a brand that customers can have an emotional connection
to, as well as allow for product offerings among all types of window
treatments and for potential future expansion into other home décor
and furnishings territory
be charming and disarming – taking the fear
out of purchasing window treatments or furniture over the internet
emphasize style – that the company has great taste and can help
you consumers get it. To be thought of as your online personal decorator.
have some familiarity/meaning without sounding totally made-up
be available for trademark AND exact match domain name
As a bonus, if the name sounded vaguely like it could be both a designer's
name and/or evoke a non-specific sense of place, without being too obviously
either one of those things, that would be great.
Igor created the perfect name for this company in Jupiter Wells,
a name derived from a very small, very remote Australian
Aboriginal settlement.
The
name Jupiter Wells creates its own mystery. It is very
unique among the competition, and people will naturally
want to know more, which creates connection and emotional
engagement with the consumer.
Jupiter Wells demonstrates, rather
than explains, a unique, entirely new perspective. It is
completely unexpected, which makes it intriguing, yet each word is grounded
with enough shared mythology, stories and associations so as not to be
a disconnect.
