< Naming

Lansinoh, the leading breastfeeding brand, hired Igor to name its new double electric breast pump. The name had to be warm, approachable, and map to the harmonious nature of pumping two breasts at once, as well as emphasize the close connection between mother and baby. The name Igor created for this product, Affinity, aptly conveys both the literal and emotional cues that represent this product, as well as acknowledging the great affinity between Lansinoh and its loyal customers