A great brand name is not about what you like, but it is about what will work. We recently had the privilege of using our rigorous process and timeless principles to help the world's best chicken company name their home for innovation.

Not every name needs to have a deep, mind-bending, inception-like concept. Sometimes the best names are the most obvious. A name simply needs to function (easy to say, spell, remember) and awaken the right people with the right message.

For this project, our client Chick-fil-A needed a name that would model the message of innovation in a fun and interesting way. We started the process, like usual, discussing and defining the DNA of the brand, which was all about being the place on Chick-fil-A's campus "Where Ideas Come to Life". We then shotgunned out our long list of naming ideas and narrowed down to five for testing. All five candidates tested well, but one in particular tested perfectly in memorability and the highest over all in our naming principles. It was the Hatch.

We have had a blast with this project and are still underway in this process of developing more of the visual identity for the Hatch. Special thanks to Dwain Cox for leading the charge and helping us with the video.

Concepting Board

Defining the DNA

Context Script Example

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