Diageo Sample Name Archetype Ideation and Name Development
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This document presents potential brand names and naming architectures for different beer categories. It includes sample brand names and descriptors for categories such as zero-alcohol, low-alcohol, special/craft beers, natural/organic beers, and healthier option beers. For each category, it displays favorite name candidates and proposes branding systems using primary brands and descriptive sub-brands or variants. The goal is to create nomenclature systems that maintain continuity with the brand's messaging and positioning strategy.
Diageo Sample Name Archetype Ideation and Name Development
- 1. Capabilities Presentation Sample: NameArchetype Ideation and Name Development
- 2. Category Development Naming 2 Narratives & Linguistic Attribute Analysis The purpose of this presentation is to create a contextualized system of nomenclature for category driven, beer brand concepts. These systems, or ‘archetypes’ will incorporate the primary brand, descriptors, variants, identifiers and sub-brand elements of the beer concept nomenclature. Intra-category, many of the descriptor candidates may be interchangeable with other brands. Differentiation Dimensions: The Nomenclature Archetypes
- 3. whatdefinesgreatbeernames? ideation, discovery, nomenclature. the roadmap When reviewing this presentation, our objective is to identify beer brands and supporting nomenclature systems which align with the respective category designations. Within the category, you will find six favored brand identities with several descriptors each. Intra-category, these descriptors can be interchanged to be used with brands that they do not reside under. We may also consider Out of Category descriptors which may function well in several different dimensions. Our goal is to create nomenclature systems which maintain continuity with the messaging and positioning strategy.
- 4. intense ideation, discovery, nomenclature. the roadmap Royal Codex The Empire Edition CuratedMacroBrew Bolder the brand the taste identifier • experience • sensory • tactile quality the defining descriptor • process designation • provenance designation the primary descriptor BrandNomenclature Archetype Example
- 5. 5 Let’s think in context. What does the name sound like when we ask for it at a crowded bar? Are you empowered by asking for it by name? Scream it…whisper it. Can you laugh with it? When we approach a name to articulate it’s sound, do we hesitate? Is it simple to embrace? Are we comfortable with the first time pronunciation? Is it sexy to know how to pronounce it when others don’t? Is the name alluring, suggestive and inviting? And if you think this is not a relevant feature, let’s discuss. Provocation is intoxication and if the name is intoxicating,.. Place the name in multiple contexts. Ask for two, three, a six pack, a case, a dozen. Even a half pour. Or let’s drop a shot of Don Julio in it. …or just a sexy sip. 05Does the name grant permission to indulge? Are you privileged? Is it a name that defines you and your choice of beer? 06The name …Look at it. On your dining room table; in conversation with your boss, mother, lover, antagonist, dog (cat?), doctor, barrista or sommelier. pronunciation provocative bar call plurality empowerment contextualization 01 02 03 04 ideation, discovery, nomenclature. the roadmap whatdefinesgreatbeernames?
- 6. 6 07Utter the name…does it make me more relevant than before? Does it change anything I may want changed?. 08Word structure…phonemes, morphemes, graphetics…bottom line….does the name look good and sound good? 09Shorter names are better, they test well, but perceived shorter names are just as potent. 10Is there a way to think of beer drinkers as successful? Cultured and classy? Or not? Why do you even need an image association? It’s beer. And who says classy is important? 11‘Beercation’? What is you definition of escapation? Where does your fantasy take you and does the name bring you there? Who comes along with you? 12Are you an Alpha or Beta? Early adopter or always adopting? Do you run against the pack? syllabic balance brevity relevance imagery escape damn different ideation, discovery, nomenclature. the roadmap whatdefinesgreatbeernames?
- 7. • Zero (No)Alcohol • LowAlcohol • Special • Intense • Original • Natural • Better ForYou • Brew Nomenclature • Cross CategoryArchetypes ZerØ – LØw Noä Loä Näyked BrandNomenclature Category Development Naming 7
- 8. BrandNomenclature Key In this presentation, our team at Brand Acumen has contextualized the many names we have reviewed in an effort to build a broader perspective of how the brands may be employed. This is a sample slide entry which follows in this presentation. For each category, we created a combination of core identities (brands) and descriptors (sub-brand and variants) favorite name candidates from rounds one and two for this category descriptors brands dimensions A key to this presentation of naming architectures iconography category title 8
- 9. BrandNomenclature Oh! Fluencer TasteMaster Vibe Level Up ZeroAlcohol Solos True SuperCrisp On & On Beyond Zero EQ Altimate XS Cut Above Betterfit Bondaire Ecko Bequate Twin Mate Reach Ziza Balance Level No Limit Free Ovello Maxxy Holobrew Comp Bare Pella FreePlay Rad Zot Vida Zero Game Zono Eon Tempo finalistbrandnamecandidates brand descriptors Zero Alcohol Maintain Control Active Lifestyle ZerØ Ø 9
- 10. BrandNomenclature Loh! Locano Zephyr Groundswell Xen LowAlcohol Eqono Iso Even Par Equivale Pella Replica Versabrůë Golo Lovos UpTempo Even-Hand Propo Unison Level Minia Zero Sum Sen AFX TapTouch Verro Cue Tenor Cutback Levity Qera Strata Corvus Priam Mezzo Brio Flyte Vu finalistbrandnamecandidates LØw Low Alcohol Moderation Active Lifestyle brand descriptors Ø 10
- 11. NoAlcohol LowAlcohol CrossCategoryIconArchetype Noä Loä ää Iconography presents cross-category branding opportunities Oh! Loh! ! Low – NoAlcohol Cross Category Brand brand brand brand brand ZerØ LØw 11
- 12. BrandNomenclature Octavo Precision Brewed CraftStock Elite Peak Platinum Curator’s Royal Brew Perfect Spec Special Axxiom Alta Vista Pinnacle Distinction Eminence Herecles Modus Elitist Reserve AN79 Trillium Mont Versa Definity Icono Preeminent Dignified Status Supreme Quantum Bold Penthus Quantym X-Authority Exquisive Distinction Esteemed Talos Momentive Gravitas Excellus Splendeur Exceptione Praxxis Valliant Rubicon Profundo Pelorus Artisan Semper Evenity Ciaga Royal Asset finalistbrandnamecandidates brand descriptors Special Ingredients Better Quality Crafted Longer 12
- 13. Special SpecialBrandArchitecture Ultium Ulta Ultius Ulteum Ultrium Ultru Ultimea Altius Altus Altesian Alta Altos Altian Altium brandnamealternatives brandnamealternatives Optium Maxxium Millenium Vectium Quantium Suprium suffix variants suffix variants prefix variants brandnamealternatives brands brandbrand 13
- 14. Special Descriptors:Sub-BrandModifiers Elite Gold Crown Excelsior Curated Edition Cultured Imperial Mission Grandior Deluxor Golden Ingot Emperium Luxeus Deluxus Aluxxe Ultinia First Order Splendour Grandience Bullion Proof Rare Earth Reserve Royal Codex brand primesub-brands descriptivesub-brands 14
- 15. Special – ‘Incubator Elite’ BrandNomenclature Prototype Brewery • Extreme Select • Cutting Edge • Artisanal • Bespoke • Game Changers • Vanguard • Leading Edge • Revolutionary • State-of-the Art • Elitist “The Collection” An incubator for the next wave of beers. Disruptively Innovative UltraCraft Brews 15
- 16. BrandNomenclature Elavite Whole Farm Everwell Rough Hewn DayGrain Holsum’s RangeFree Grain Fed Lager Brew Balance Ph Pasture Prime RiverRoot Line Cured Farmstand CoverCut Brew Trade TableTop Farms Blistered Oak Sunwashed Crisp Fair Planet Farmstead Yardwell Grange Tilled Raw Harvest Plough Field Great Golden Benety Farm Forward Great Grain Raw Pressed Custom Cured Rawgrass Timberkeg Cobbler’s Cut Budder Bay Rootwood FreeCountry HopGarden Natural Pure Natural Ingredients Unprocessed No Additives finalistbrandnamecandidates brand descriptors 16
- 17. BrandNomenclature Zeniac Maxx Syclone Maxxe UltraSpec BrewBold Intense Stronghoff Uge Extre Brutis Quazar Force Cumulus Agius Deep Brew Brewbolt MegaBrew BoldCraft Extrato 8th Element Kyron Graphene Headstrong Giga Mastiq Vertexx Quantium Extremity Vanicus Strong Case Ridge Raptor Derecho Helios Gigantum Vectür Synthor Cinto Agius Titanius Brewjacked Maxxion Altus Full Bore Richer Stronger More Flavor More Bitterness finalistbrandnamecandidates brand descriptors Bia the spirit of force, power, and bodily strength 17
- 18. BrandNomenclature Thessalon Intense Thalassa Thetamon Thessor Thaltus Thorius Vessa Thessar Vessalon • Titanium Proof • StrongArm • Quantix • Brewbolt • Maxxium • Nth • Exponential • Virtus • Athon • Outermost • Maximal • MacroCraft • Heroic MagnaCraft GigaCraft ExtremeCraft BigCraft HardCrafted Deep Craft RichCraft brand descriptor brand name alternatives descriptor name alternatives 18
- 19. BrandNomenclature Retrospec CaskCraft Knotty Keg Custom Cut PubPrint Original Antiqua Kegfield Rarecraft Olde Shale Hutton Ranch Brewology Manifest Mash Gristmill Roundtable Dobbs Ferry Old Gristmill Embossed Aged Stock Vintage Dominion Jacob’s Return Frothmore’s Cap Brewster Well Tailor’s Yield Brew Growler Kegtiller Folk Briar Heritage Revival Vestige Old Vegas Gildage Mastermade Monumento Heirloom Taverness Ensignia Chesterton Adam Pickett’s finalistbrandnamecandidates Retro Packaging Archival Recipe Tradition brand descriptors 19
- 20. BrandNomenclature CraftNote CraftStock • Custom Cured • TillMaster’s Blend • Counterbrew Classic • Camp Timberkeg Premium • MashMaker’s Stock • FolkHouse Revival • BrewTrader's Pick • Barrel Baked • Brew Brother’s Only • PubSmith Crafted • Kegkeeper’s Cut • Curious Class Reserve • Maltmaster’s Revenge • Long Edit Lager • Mill Tender’s Everbrew • Jackstraw Gold • SpinBrew Smooth • River Root Reserve • Taproom Tilled • City Stock Cellars Original brand brand descriptor descriptor 20
- 21. BrandNomenclature Mars Hill Root Ale Original Mars Hill – Nostalgic, yet a bit unknown. Location: Distant, yet familiar Mars: Color: Red • Traditional • Of the earth • Woodsy • Hand Crafted • Natural Color Location 21
- 22. BrandNomenclature Summerland DraftWise Sun Baked Hops SteelCut Oakbrew Grow Well Certified Lager Rare Earth Blend Better ForYou Rivo Madewell HaleCutter’s SunFit TableWise FarmFit Wellfield Select New Balance Malt HartRoot Sourced TableRock Vynamic Whole Balance Charterfield Walderfield Botanical Everfield Bare Blended Hops AgeWell Hard Pressed Recipe Fit Bosa BrewSpa Surefield’s Earthwise Grain Crisp Sequella Allinity Aptiva Quartz Artesia Windfarm Welle Infusent Elixyr Sensa Maax finalistbrandnamecandidates Low Carb Low Calorie Fit Healthy Lifestyle brand descriptors 22
- 23. brands Vitamin Beer Immune Defense BrainBeer (Choline, Ginko, DHA) Better ForYou Low Carb Low Calorie Fit Healthy Lifestyle Vyte Vita Vitima Nutramin Nutrimin Sensori Fountainhead Gray Matter Savant Einstein Pretect Vibra Sheeld Touché Veo NutraBrew WellBrewSmartBrew BrandNomenclature 23
- 24. ‘Brew’Nomenclature DescriptiveBrandedModifiers UltraBrew MacroBrew Infinite Brew Wide Brew BrewMaster’s Batchmeister’s Biermaiden’s Brewbaker’s Stockhand’s MashMaker KegTiller Brew Baron’s Personality Brand Identifiers Brew Type Brand Identifiers 24
- 25. Cross Category Thematic Variant Sub-Architecture InsideBrew OutsideBrew FarmBrew RawBrewVitalBrew MarketBrew RootBrew Refined Cultivated WholeWorldRestored NomenclatureArchetype Naked MacroCraft ActivCraft Botanical Craft Restoration Craft MacroBrew ActivBrew Botanical Brew Restoration Brew Näyked 25
- 26. naked NakedDescriptors:Modifiers Naked Hops Raw Naked Brew Naked Root Farms Naked Planet Blonde Naked Nayked Clean Naked BrewNaked descriptors Super Crisp. This is a beer with nothing to hide Exploration of Variant Nomenclature Super Crisp. Näyked ä 26
- 28. contact bill smith, ceowilliam.smith@brandacumenstudios.com brand acumen newyork,newyork