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.
From the Affinity web page:
Introducing the Lansinoh® Affinity™ Double Electric Breast Pump - The pump that's easy to use, kind on your wallet and gentle on your breasts. Featuring our ComfortFit™ Breast Flanges for a soft, secure fit and our Custom Expression™ Technology for maximum milk flow, the Affinity™ is one of the most advanced and affordable breast pumps available, brought to you by the #1 brand in breastfeeding.