NAME FOR A BRAND OF EAST ASIAN GROCERIES
a product naming project by brucelevinson

Creative brief

Business Name

EAST ASIAN GROCERY BRAND

What do you do?

Market good quality basic food ingredients from across East Asia and sell them at a value in national North American grocery stores. This includes noodles, rice, oil, dried beans and mushrooms, etc

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

No URL is required.

What is your industry?

Food and Beverage

Describe your audience

Second-generation North American immigrants of East Asian ancestry (China, Philippines, Korea, Japan, etc) 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 public to discover something new. Brand covers East Asian food staples - wide assortment, good quality and a fair value. Brand is progressive, contemporary - it's a modern way to celebrate traditions of ones home country.

List the names of your top three competitor products

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

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

Familiar, welcoming, fresh, straightforward.

Are there any words or phrases you like or hate?

No stereotypes - like dragons and pandas - or anything tied to one single country (eg, Mt Fuji.)

Do you want to include additional info?

Would be helpful if the name brought to mind imagery that could be used in design, but that is not a must.
Suggestive names are better than purely descriptive ones.