Project Details

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

The Challenge:
Name an antioxidant rich vitamin supplement

When this client came looking for a product brand name for a powerful new antioxidant formulation, I knew we knew we had our work cut out for us. The new name had to convey a sense of the supplement's main purpose, while sounding medical enough to underscore the validity of the product. What resulted was "Proleva", a combination of the "pro" prefix of "prolong" and "protect", joined with the "leva" ending that communicated a sense of relief. Along with the name came the tag line "Protect. Prolong. Proleva.", underscoring the Proleva name through the use of alliteration. This was later dropped in favor of a more direct descriptor phrase... "Cellular Health Formula".

To eliminate any possibility of mispronunciation, the logo design included a line over the "e" to make sure it was pronounced with a long "e", as in the word "relieve". By combining preexisting parts of speech, we were able to create a new word that retained a sense of familiarity, along with some positive, desirable connotations. Some might call this a coined or invented word, but it's really more of a positive hybrid. Much like Viagra contains the flowing "iagra" of Niagra Falls , Proleva contains the sense of prolonging and relieving. So just because a word is "invented", doesn't mean it has to lose all inherent meaning. If done correctly, it can still retain the original equity associated with its individual components. That's why Viagra is inherently a better name than Cialis.

So if you're feeling a bit burnt out and looking for brilliant naming relief, you just might want to try prescription strength Tungsten.