Etymon Case Studies

The task was to come up with some ideas for the overall brand name for a line of bicycle related exercise products.

The first approach was to tap the Concept option in Etymon and enter the word Exercise in the concept field. We then tapped the Basic button and let Etymon create word variations based on the word Exercise. This produced a number of interesting results. Some that we jotted down included Exana, Exalo and Exerano. For some reason, on this day, we liked names that ended with a vowel.

Next, we tapped the Synonym button. Etymon presented us with different synonyms of the word Exercise and name variations based on those synonyms. One such synonym was Activity and some name variations included Activili, Activiso, Activana and Activina.

We liked the direction the synonym Activity was taking us so we decided to try a Word Recipe based on this word. We tapped the Handcraft button in Etymon and entered the following Word Recipe: Activ@*@. With this recipe, Etymon will produce words that start with the phrase Activ and then contain random vowels in place of the "@" symbol and random consonants in place of the "*" symbol. Some combinations we got included Activise, Activada and, bam! Activelo. That was a top candidate for us since velo is often used to refer to bicycles and Activ gave the notion of exercise and fitness we were looking for! Activelo.

We then ran with the phrase velo in some new Word Recipes such as *@*@velo and @**@velo. Some of the interesting names we liked included Novavelo (New Bicycle), Tonavelo (bicycle exercise products to "tone up"), Kinevelo (a play on kinetics or the forces of bodies in motion) and Omnivelo ("Omni" meaning all or everything).

The top candidates presented were Activelo, Novavelo and Omnivelo. The final selection would be determined after the legal and creative/design folks get involved. Etymon proved to be a valuable tool for helping in the ideation process of creating unique and meaningful name ideas.

We wanted to come up with some possible names for a line of Skin Care Lotions.

The first approach was to tap the Concept option in Etymon and enter the word Skin in the concept field. We then tapped the various language buttons to see what kind of words Etymon would deliver after first translating the word Skin into French, Spanish and Latin. The French translation (Peau) gave us some interesting combinations including Peaugen, Peaumax and Peaumend. We also liked a variation of the Latin translation (Pellis) which was Pellisave. None of the variations based on the Spanish translation (Piel) tripped our trigger.

Next, we tapped the Handcraft button and created the following Word Recipe using the phrase Dermi from Dermis meaning skin, Dermi*@*. This Word Recipe gave us, among other words, Dermigen.

We then went back to the Concept field and entered ointment since this product line contained several skin care ointments. When we tapped the Synonym button we got variations on the word emollient, a synonym of ointment. We particularly liked Emolligen and, to a lesser extent, Emolligel.

Wanting to focus on the (re)generative properties of this skin care line, we prioritized Peaugen, Dermigen and Emolligen. Throughout the process, Etymon helped take our thinking in a few different directions that gave us several interesting options and further ideas to pursue.