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