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.

Via Yoga.com:

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.