Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Domain Name Acquisition

The Challenge: Create a unique, compelling hotel brand name that reflected the diversity of the Asheville community

When tasked with naming the tallest, landmark structure on the Asheville, NC skyline, the McKibbon Group tapped the talents of nearby Tungsten Branding. The proposed resort destination hotel and residential living complex needed a name that not only made a bold statement, but also reflected the rich diversity of this vibrant mountain community. In short, the name needed to stand tall.

The Solution: Draw inspiration from Asheville’s cultural and historical heritage to weave a masterful brand name

Located at the original crossroads of Asheville’s trade routes, the new hotel’s location represents the heart and soul of the community. The fabric of the downtown community is interwoven with artisans, musicians, “foodie” hot spots, craft breweries, museums, and historic architecture. As we searched for a metaphor that captured all these various “threads,” we found a name synonymous with masterful tapestries -- Arras, based on the city of origin in northern France. Not only was this town known for its quality craftsmanship, but it shared an historic downtown, rich architectural history and vibrant marketplaces. The European roots also complimented Asheville’s own history, often referred to as the “Paris of the south.” The “air” sounding prefix of the name, also evoked a sense of upward expansion and limitless opportunity, all befitting Asheville’s other nickname, the “land of the sky.”

Finding the right name can be a tall order. If you are looking for a brand name that reflects the essence of your organization, then check out the bright minds at Tungsten Branding.