This day last year.
In many cultures across the world, the month of April is the beginning of a new year.
Something similar happened to us at SWAK FOODS in the April of 2022.
Our Instant gravies were ready to launch. But how we portray it to the consumer was a big challenge to begin with.
And it all started with brand name.
We had an elaborate checklist for while deciding the BRAND NAME
Relevance: The question here is
- WHAT ARE WE SELLING?
- TO WHOM ARE WE SELLING?
We are selling Instant food to the millennials and the GEN Z.
So brand name should be such that it should attract this population and also portray something that is quick and easy and yet tasty. The words and the sound should bring a sense of urgency and yet should be something stylish.
- Unique: For the brand to have its own identity, it has to be unique and yet common. The name should not sound such that it is a weird word. But still it should not be one in your regular vocabulary. This is important aspect of deciding a brand name especially when you register for IPR. Tiny little negligence here might catastrophe into a big problem in the future. Sometimes it is also important to have a domain registered for your brand name.
This is why uniqueness is of a primary importance
- Aesthetics and Acoustic: These two are the most underrated features of a brand name. But they are important to create brand recall and brand recognition.
The Aesthetics will help the consumer to identify the brand among several others. For a food related brand like ours the aesthetics should around the taste buds and make you feel hungry. The colour scheme for the logo and trademark is very important here. Generally orange, yellow, red and green are good colours for a food brand
Acoustic generate a rhythm in the mind of the listener that that is how the brand recall happens. Also a good acoustic in the brand name will help in creating a good tagline and a nice jingle that will give more reach to the brand.
So in the month of April 22, we set ourselves to decide a name for our product.
Believe me guys, it was more tedious than we thought.
We started with portraying the “ease of cooking” part and the “tasty” part of our product. So we came up with the names like “VOV” “kwick” “foodie” “fasty” “cookeasy” etc.
It was not satisfying … So we came up with the word “Trishna” which actually means unsatisfied thirst. But then this word was relatable to something else and not instant gravy.
We again dived back into the word that would give you a happy feeling of using the product and we thought about “cook-n-joy” “quikcook”
After doing some research on the net about how corporates come up with brand names we came up with more embarrassing names like “Boundless” “Delifoods” “PanTime”
Just to copy some corporate we thought of giving human names to our product … and the names were “Preetam”, “Priya” “Tinu” and what not. (at this point, I thought we had totally lost it)
We even went into Sanskrit and Latin and Spanish dictionaries and came up with the words like “Nandak” “Salsa” “Zesto” “Sugo” and some more.
(believe we even I find it funny as I recall all these names)
Only then it struck us that we can use our initials SW and AK and make a very good brand name.
That is how SWAK name came into existence..
A quick feedback from friends and families and this name seemed an instant hit. It was unique, contemporary and very catchy to the ears.
That’s it … SWAK FOODS was registered and incorporated in April 2023.
Now came the next step of LOGO DESIGNING
So while designing the logo, we had to show that our products are not dry powders but ready to cook gravy. So we had to show the flow of a paste in our logo.
The red colour was used to attract the consumer and arouse hunger, the chef cap denotes a cooking product and then to sum it up we put a catch line …
Personally, for me, when this was over, it was a huge sigh of relief. The process of deciding a brand name had taken almost a month of our working time. And then it was stressful to say the least.
But today as we introduce ourselves as SWAK FOODS we feel a sense of pride that we could come up with such a brand name which everyone loves.