Ventrix from The North Face. Named by Igor.

February, 2017 – Ventrix in Popular Mechanics’ “Outdoor Retailer 2017: The Best New Gear of the Year”:

“PM is at the Outdoor Retailer Winter Show in Salt Lake City this week, getting our hands on all the gear that outfit your next adventure.

Built for all-day adventures, the Ventrix’s flexible insulation features small perforations that stretch open when you move to vent heat. When you stop to catch your breath, the perforations remain closed to keep you warm.”

Via Feed The Habit, a cutaway image showing the Ventrix insulation:

“The North Face is taking things one step further by introducing Ventrix, which makes their active insulation even more breathable. They do this by cutting vertical slits into the insulation. When sitting still, these slits are essentially closed off, but when active, these slits open up to allow more moisture to escape. The design makes complete sense and should take their active insulation to another level of breathability. Ventrix will be available in the Summit L3 Ventrix Hoodie in fall 2017 which features 80g insulation combined with dynamic venting.”

“Navel”, Yoga Wear for New Moms. Our Latest Naming Work.

Navel is one of 5 new brands we’ve named for Target’s startup incubator so far in 2016.

The Basics:

The Startup – Superior yoga wear designed specifically for new moms.

Define the positioning: The job was to find a name that worked with the ideas of mother-child connection, core strengthening, yoga and Buddhism.

Find the confluence: There is only one name that can perfectly pull all four ideas together and provide a deep well of imagery and associations for branding, marketing & advertising: Navel.

Vet for trademark: And it had to be a single-word name available to trademark worldwide – no small feat in the crowded clothing category.

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Via Yoga.com:

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Zoic. Named by Igor.

Zoic Capital is a life science and medical technology venture capital firm focusing on concept to early stage opportunities.

Zoic is a suffix meaning “of life” – as in Paleozoic, Cryptozoic, Protozoic, Mezozoic, et al.
Zoic is short, unique, and has a great look & sound.

Zoic sums up what the company is about in a disruptive, differentiated & intriguing way.
An instant classic.
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Our Latest Naming Work: Sliver Vodka

An extraordinarily interesting and challenging naming assignment: Find a name that works for “All natural fruit infused” AND it had to be “a sexy / edgy name”.

“Sliver” is spot on the confluence of these seemingly disparate ideas.

And of course the name had to be a word that “had never been used for a food or beverage anywhere in the world”. Simple.

Sliver Vodka

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