This document presents potential brand names and naming architectures for different beer categories. It includes sample brand names and descriptors for categories such as zero-alcohol, low-alcohol, special/craft beers, natural/organic beers, and healthier option beers. For each category, it displays favorite name candidates and proposes branding systems using primary brands and descriptive sub-brands or variants. The goal is to create nomenclature systems that maintain continuity with the brand's messaging and positioning strategy.
2. Category Development Naming
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Narratives & Linguistic Attribute Analysis
The purpose of this presentation is
to create a contextualized system of
nomenclature for category driven,
beer brand concepts.
These systems, or ‘archetypes’ will
incorporate the primary brand,
descriptors, variants, identifiers and
sub-brand elements of the beer
concept nomenclature.
Intra-category, many of the
descriptor candidates may be
interchangeable with other brands.
Differentiation Dimensions:
The Nomenclature Archetypes
3. whatdefinesgreatbeernames?
ideation,
discovery,
nomenclature.
the roadmap
When reviewing this presentation, our objective is to identify beer brands and supporting
nomenclature systems which align with the respective category designations. Within the
category, you will find six favored brand identities with several descriptors each.
Intra-category, these descriptors can be interchanged to be used with brands that they do
not reside under. We may also consider Out of Category descriptors which may function
well in several different dimensions.
Our goal is to create nomenclature systems which maintain continuity with the messaging
and positioning strategy.
4. intense
ideation, discovery, nomenclature.
the roadmap
Royal Codex
The Empire Edition
CuratedMacroBrew
Bolder
the brand
the taste identifier
• experience
• sensory
• tactile quality
the defining descriptor
• process designation
• provenance designation
the primary
descriptor
BrandNomenclature
Archetype
Example
5. 5
Let’s think in context. What does the name
sound like when we ask for it at a crowded
bar? Are you empowered by asking for it by
name? Scream it…whisper it. Can you
laugh with it?
When we approach a name to articulate it’s
sound, do we hesitate? Is it simple to
embrace? Are we comfortable with the first
time pronunciation? Is it sexy to know how
to pronounce it when others don’t?
Is the name alluring, suggestive and
inviting? And if you think this is not a
relevant feature, let’s discuss. Provocation
is intoxication and if the name is
intoxicating,..
Place the name in multiple contexts. Ask
for two, three, a six pack, a case, a dozen.
Even a half pour. Or let’s drop a shot of
Don Julio in it. …or just a sexy sip.
05Does the name grant permission to
indulge? Are you privileged? Is it a name
that defines you and your choice of beer?
06The name …Look at it. On your dining
room table; in conversation with your boss,
mother, lover, antagonist, dog (cat?), doctor,
barrista or sommelier.
pronunciation
provocative
bar call plurality
empowerment
contextualization
01
02
03
04
ideation, discovery, nomenclature. the roadmap
whatdefinesgreatbeernames?
6. 6
07Utter the name…does it make me more
relevant than before? Does it change
anything I may want changed?.
08Word structure…phonemes, morphemes,
graphetics…bottom line….does the name
look good and sound good?
09Shorter names are better, they test well,
but perceived shorter names are just as
potent.
10Is there a way to think of beer drinkers as
successful? Cultured and classy? Or not?
Why do you even need an image
association? It’s beer. And who says
classy is important?
11‘Beercation’? What is you definition of
escapation? Where does your fantasy take
you and does the name bring you there?
Who comes along with you?
12Are you an Alpha or Beta? Early adopter or
always adopting? Do you run against the
pack?
syllabic balance
brevity
relevance imagery
escape
damn different
ideation, discovery, nomenclature. the roadmap
whatdefinesgreatbeernames?
7. • Zero (No)Alcohol
• LowAlcohol
• Special
• Intense
• Original
• Natural
• Better ForYou
• Brew Nomenclature
• Cross CategoryArchetypes
ZerØ – LØw
Noä Loä
Näyked
BrandNomenclature
Category Development Naming
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8. BrandNomenclature
Key
In this presentation, our team
at Brand Acumen has
contextualized the many
names we have reviewed in
an effort to build a broader
perspective of how the
brands may be employed.
This is a sample slide entry
which follows in this
presentation.
For each category, we created
a combination of core identities
(brands) and descriptors (sub-brand and variants)
favorite name
candidates
from rounds one
and two for this
category
descriptors
brands
dimensions
A key to this presentation of naming architectures
iconography
category title
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9. BrandNomenclature
Oh!
Fluencer
TasteMaster
Vibe
Level Up
ZeroAlcohol
Solos
True SuperCrisp
On & On
Beyond Zero
EQ
Altimate
XS
Cut Above
Betterfit
Bondaire
Ecko
Bequate
Twin
Mate
Reach
Ziza
Balance
Level
No Limit
Free
Ovello
Maxxy
Holobrew
Comp
Bare
Pella
FreePlay
Rad
Zot
Vida
Zero Game
Zono
Eon
Tempo
finalistbrandnamecandidates
brand
descriptors
Zero Alcohol
Maintain Control
Active Lifestyle
ZerØ
Ø
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15. Special – ‘Incubator Elite’
BrandNomenclature
Prototype Brewery
• Extreme Select
• Cutting Edge
• Artisanal
• Bespoke
• Game Changers
• Vanguard
• Leading Edge
• Revolutionary
• State-of-the Art
• Elitist
“The Collection”
An incubator for the
next wave of beers.
Disruptively Innovative UltraCraft Brews
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16. BrandNomenclature
Elavite
Whole Farm
Everwell
Rough Hewn
DayGrain
Holsum’s
RangeFree
Grain Fed Lager
Brew Balance Ph
Pasture Prime
RiverRoot
Line Cured
Farmstand
CoverCut
Brew Trade
TableTop Farms
Blistered Oak
Sunwashed Crisp
Fair Planet
Farmstead
Yardwell
Grange Tilled
Raw Harvest
Plough Field
Great Golden
Benety
Farm Forward
Great Grain
Raw Pressed
Custom Cured
Rawgrass
Timberkeg
Cobbler’s Cut
Budder Bay
Rootwood
FreeCountry
HopGarden
Natural Pure
Natural Ingredients
Unprocessed
No Additives
finalistbrandnamecandidates
brand
descriptors
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21. BrandNomenclature
Mars Hill Root Ale
Original
Mars Hill –
Nostalgic, yet a bit unknown.
Location:
Distant, yet familiar
Mars: Color: Red
• Traditional
• Of the earth
• Woodsy
• Hand Crafted
• Natural
Color
Location
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22. BrandNomenclature
Summerland
DraftWise
Sun Baked Hops
SteelCut Oakbrew
Grow Well Certified Lager
Rare Earth Blend
Better ForYou
Rivo
Madewell
HaleCutter’s
SunFit
TableWise
FarmFit
Wellfield Select
New Balance Malt
HartRoot Sourced
TableRock
Vynamic
Whole Balance
Charterfield
Walderfield
Botanical
Everfield
Bare Blended Hops
AgeWell
Hard Pressed
Recipe Fit
Bosa
BrewSpa
Surefield’s
Earthwise
Grain Crisp
Sequella
Allinity
Aptiva
Quartz
Artesia
Windfarm
Welle
Infusent
Elixyr
Sensa
Maax
finalistbrandnamecandidates
Low Carb
Low Calorie
Fit
Healthy Lifestyle
brand
descriptors
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26. naked
NakedDescriptors:Modifiers
Naked Hops
Raw Naked Brew
Naked Root Farms
Naked Planet
Blonde Naked
Nayked
Clean Naked
BrewNaked
descriptors
Super Crisp. This is a beer with nothing to hide
Exploration of Variant Nomenclature
Super Crisp.
Näyked
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