International Food Expert Brand Name
a product naming project by brucelevinson

Creative brief

The buyer added updates to the brief. Read them.

Business Name

International Food Expert Brand

What do you do?

Market good quality basic food ingredients from around the world and sell them at a value in national grocery stores.

Do you require that a .COM or other URL be available for the new name?

URL not required.

What is your industry?

Food and Beverage

Describe your audience

Second-generation North American immigrants of Asian ancestry, who seek familiar ingredients to make the dishes of their heritage, but prefer to shop in mainstream, modern grocery stores rather than ethnic markets.

What 3 things do you want your product name to communicate to your audience?

Brand is for immigrants looking to find familiar products from home, not for the general population looking to discover something new.
Brand covers international food staples from around the world.
Brand is progressive, contemporary and celebrates diversity.

List the names of your top three competitor products

Competitors are mainly the brands from home countries sold in ethnic markets, rather than nationally distributed brands.

What character, tenor or spirit do you wish to convey?

International
Fresh
Familiar / Welcoming
Simple / Unpretentious

Are there any words or phrases you like or hate?

Would like to be less descriptive and more suggestive. For example, NOT "world table."

Do you want to include additional info?

Would be helpful if the name could conjure an image, something that can easily lead to a design.