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

Creative brief

Business Name

BRAND OF SOUTH ASIAN GROCERY PRODUCTS

What do you do?

Market good quality basic food ingredients from South Asia (India, Pakistan, Sri Lanka, etc) and sell them at a fair value in national grocery stores in North America.

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

No URL required

What is your industry?

Food and Beverage

Describe your audience

Second generation North American immigrants of South Asian ancestry, seeking familiar ingredients to make the dishes of their heritage, but prefer to shop in mainstream, modern grocery stores rather than South Asian 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 looking to discover something new. Brand is welcoming, contemporary and simplifying. It's a more progressive, modern take on traditional food staples from home.

List the names of your top three competitor products

Competitors include the brands from the consumer's home country sold in ethnic South Asian markets.

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

Familiar, welcoming, fresh, unpretentious.

Are there any words or phrases you like or hate?

Avoid stereotypes, or anything with geopolitical implications.
English is preferred, but easy to pronounce words in Hindi, Urdu, Sanskrit might work.

Do you want to include additional info?

Short memorable names and names that can conjure up an image, something that could lead to a design a plus. See our similar brief for East Asian brand, running now too!