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: Navel.
Vet for trademark: And it had to be a single-word name available to trademark worldwide - no small feat in the overcrowded clothing category.
Via Yoga.com:
