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Naming

Finding the name is the easy part.
Getting it cleared is not.

We name brands and we check the name can actually be used: domain, trademark register and collisions in your class. The idea comes from the team; the checking, from our tool.

I need a name →See the cases
Sparkling wine · Rías Baixas — Feitizo da Noite
Sparkling wine · Rías BaixasFeitizo da Noite
Product and brand — Circus
Product and brandCircus
Spirits — Segrel
SpiritsSegrel
Naming and identity — Modvan
Naming and identityModvan
Brand namingProduct namingDomain checkTrademark searchVerbal territory
For new brands and for product lines
WineriesFood & BeverageFMCGIndustryServices
20+ years · Vigo · Buenos Aires · Miami

The name you cannot use

The problem with naming is not creativity. It is availability.

Any team worth its salt produces fifty good names in a week. The real work starts afterwards: checking which ones survive the domain, the trademark register and the competitors already using something similar.

A name you cannot register is not a name. It is a pretty idea.

Three ways to fall in love with an impossible name.

  • 01

    The domain is taken

    And whoever owns it knows. The price stops being a domain and becomes a negotiation.

  • 02

    It clashes in your class

    There is a similar registered trademark in your own sector. You find out once you have printed.

  • 03

    Abroad it means something else

    It works in Spanish and in your third market it sounds odd, or worse.

Cases · Selection

Names that are on the shelf today.

Feitizo da Noite — naming

Sparkling wine · Rías Baixas

A name that breaks the codes of albariño.

Stepping outside the convention of an appellation demands a name that sounds like something else without ceasing to sound like here.

Naming · Branding · Packaging

View case →
Circus — product naming

Product and brand

When the brand is born out of the product.

The name is not chosen at the end: it is decided alongside the product, and that is why it fits without being forced.

Ideation · Naming · Identity

View case →
Plagoo — strategic naming

Technical services

An arid sector deserves a name that does not sound like one.

Strategic naming for a category where every competitor is called something similar and none of them is remembered.

Naming · Strategy · Identity

View case →

How we work

The team supplies the name. The checking, the machine.

We use Kool Naming, an in-house tool from Kool Labs. It is not there to invent names: it is there to discard the ones you will not be able to use. That is what turns a nice list into a viable one.

01

Territory and criteria

What the name has to say and what it cannot say. Decided with the client, not with a generator.

02

Creation

Naming routes that differ from each other, not fifty variants of the same idea.

03

Verification with Kool Naming

Domain availability, trademark register searches, competitor collisions and how it reads in other languages. What takes days by hand.

04

Defence and handover

We present only the names that survive, with the reasoning behind each one and its availability status.

The Koolbrand Method™

Naming lives in phase 03.

01

Discovery

Audit · Research · Business model

02

Strategy

Positioning · Architecture · Message

03

Creation

Identity · Naming · Packaging · Systems

04

Activation

Launch · Channels · Production

05

Evolution

Measurement · Iteration · Scale

Free review · no commitment

Got a name in mind? We will tell you whether it is viable.

Bring us the candidate you like. In a 20-minute video call we run it through domain, register and competitors, and tell you whether to carry on or save yourself the trouble.

Check my name →

20 min · Video call · No commitment

What you get

  • The state of the domain, and sensible alternatives if it is taken.
  • Whether there are similar registered trademarks in your class.
  • What your name says that you may not want it to say.

FAQ

Before you ask.

Do you use artificial intelligence to create the names?

No. The names are created by the team. The tool, Kool Naming, comes afterwards: it checks domains, trademark registers, collisions and how the name reads in other languages. It is there to discard, not to invent.

Does naming include registering the trademark?

We run the prior search and tell you which names are free. The filing itself is done by an industrial property agent; we will tell you who, if you do not have one.

How many names do you present?

Few, and defensible. We would rather give you three distinct verified routes than a list of fifty where forty-seven cannot be used.

Can you name just a product, without touching the parent brand?

Yes. A good part of the work is range or product naming inside a brand architecture that already exists.

Next step

Let’s talk about your name.

Tell us what you are naming and for which market. We will tell you, honestly, whether we are the right fit and how we would approach it.

  • 01

    Fill in the form

    Two minutes, no commitment.

  • 02

    20-minute video call

    Territory, market and any candidates you already have.

  • 03

    An honest answer

    A phased plan with real timings.

We take on a limited number of projects at a time.

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