Naming Expertise for Values-Based Brands

Urban Development Partners builds community-oriented apartment complexes across the Portland Metro area. Their newest building in the industrial Central Eastside needed a name upon launch. Together, we landed on a modern makerspace concept, inspired by the DIY lab on the first floor for residents.

After research and workshops, the final name was chosen: “Jute.” Jute is a natural fiber used to make twine and fabric and, as a building name, relates directly to the complex’s unique makerspace. The name also subtly references the ties that bind us, both through craft and community.

Portal Tea (formerly Tea Chai Té) was ready to evolve into more than a tea shop chain. They wanted to grow their tea sales nationally and shift their brand focus to highlight the unique virtues of their custom teas.

When Portal Tea described their tea to us, they said each unique flavor had the ability to “transport you.” We explored a number of different directions and executions but ultimately landed on the name, “Portal Tea.” This simple but unique name captured the essence of what they were looking to achieve. It evokes the experience of entering another world.

Herb Pharm, a nationwide herbal extracts brand, came to us after the FDA confirmed that some of their tinctures’ names were no longer allowed. Our naming options were constrained by the small bottle size and stringent regulations. We crafted a naming strategy that gave a blueprint for all naming moving forward: use tincture names to connect emotionally with their audience and bring a smile to their face during a tough time. Following the strategy, we delivered amusing names like “Fung Freedom” and “Vi-Be-Gone.”