Your brand name is the beginning of the story. This was especially true for Johnson & Johnson and a line of skincare products for babies. The name introduces the experience, which is further brought to life by brand visuals.
Lots of brands enter a category with a descriptive name then find they have to work hard to differentiate themselves. This was the case for Pasta Prima, whose products offered far more than their commodity brand name suggested. The new name Three Bridges refers to the company’s Bay Area location and roots, creates the allure of a foreign destination, and gives the brand room for expansion in the category.