alcohol free beer naming work product

Name Development Sample Project: Final Presentation of Names For An Alcohol Free Beer

Table of Contents

1

3 3

2

4

Executive Summary

Name Iteration Methodology

Final Rank Appendix

Names Provided by Heineken

Page 3

Page 16 Page 46

Page 9

Page34

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Executive Summary

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4

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Background

Scope

In light of recent alcohol legislation, consumer trends, aging populations, and a declining image of beer, there has been a downward pressure on the beer industry to adapt to current market circumstances. There is a growing opportunity found within the nonalcoholic beer segment that promises to deliver incremental volume, value, and pro t ensuring protection and support for the industry.

Heineken International is planning to launch an aggressive roll-out of a true Non-Alcoholic beer, implementing the new proposition across strong local mainstream brands in multiple countries.

Executive Summary

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Heineken Name Recommendation for an Alcohol Free Beer

Executive Summary

This proposition must take a di!erent and bold approach, indicating the key points of di!erentiation:

The ultimate goal is for the consumer (35+ male beer drinker) to reappraise non-alcoholic beer as a satisfying, good tasting alternative that promotes positive lifestyle control.

The new sub-brand embraces its distinct and satisfying taste, and is not positioned as a pale imitation of the mother brand.

Speci"cally, Heineken aims to win back lunch for beer and empower the consumer to choose non-alcoholic beer during occasions and moments when carbonated soft drinks are typically chosen.

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ObjectiveHeineken requires a sub-brand name for the Non-Alcoholic concept to be developed for its global brands. The name should be truly global in nature, legally available, and commercially e!ective.

Speci"cally, the sub-brand name should message the following key attributes:

We also reviewed Heineken’s internal sub-brand name candidates provided by the Heineken team.

Executive Summary

A di!erent, unique taste

Masculine

Sophisticated / quality (as applicable to mainstream brands)

Fits with lunch (key occasion targeted)

Fits with beer

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We created an exhaustive list of nearly 100 name candidates, 12 of which stood out:

WindUpKnockO!FlatOutOnlyBondA.D.B:None

OptimeModeSleekVuSuite/SuitSmartConnectsRules

WaxOnNo ProofOn + OnBeeyondAireNot 1Full Hand

UPTChoiceMark/MarqZeloImpelRevMaxelLevel

MuchNo PartFlySpecAddySpinWhyRUltum

DirectPuroTempoSummitWerxCosineSpeckFlyte

NoonSenseSenNinerGrandZilchMonda

SayvorD. AughtFHoTMonteSamoaBulleLateralClocked

ZeroSumTenFullBoreAFXExceedRad

CreedCommuteEVOGizaRicheFurySmidge

Executive Summary

Iteration 1

Iteration 2

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Executive Summary

TopSpinA.K.AMaaxPropsOnPointMyType

4WardBraveFlowLifeMeMr.Pure

Time after TimeHeadSet4RealUnClippedLEdge180

RollWow/W0.0WAimBreakFreeLongMixx

1-Too/One2X-BeyondMaxiumOver+OverSpinFlowCodeMax

No LimitsRawSansXLBamCheersGo

StealthMaxsysMore or LessGr8XoltSpi

MaxiMoreNow/N0.0WRichTopXXBold

DuonEQ

EdgeInMaxmMovePeakRightUp

Iteration 3

In addition to our own created names, we analyzed 35 name candidates provided by Heineken. Names in Red are not legally viable:

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Name Iteration Methodology

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Structural Linguistic Components & Corresponding Name Analysis

Our naming team generated concept lists and infused these with pieces from Greek and Latin etymology, among other sources. Using alliterative techniques and aiming for syllabic balance, names we created range from common usage words to neologisms, hybrid neologisms, and everything in between.

Our team analyzed each name’s phonemic and morphemic structure, paying attention to consonant class properties, gender evocations, and semantic qualities. We then looked at the aural-visual brand. Is the spelling intuitive? Is the name memorable and easy to pronounce? A name must take into account all this, while communicating its message simply and elegantly.

For this initiative, we produced three di!erent iterations of names.

2 Name Iteration Methodology



Iteration 1



Iteration 2



Iteration 3

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Our "rst iteration presented a wide variety of names from neologisms, aspirational words, hybrid neologisms, acronyms, slang terms, common usage words, and alpha-numeric words.


Slightly Altered Real

Words

Monikers: Personality

Name

NeologismsTwo whole words put together to

make one-word.

CodeMax

Code

Max

Common Usage Words

Acronyms Legacy/Surnames

Alphanumeric Names

Hybrid-Neologisms

“Real” words, used commonly (i.e. “Grand”).

Trademarked acronyms, almost exclusively used in reference (i.e. “EVO”). Names that include the surname of the company’s founders/

principles (i.e. ”Heineken”).

Names that have a combination of letters and numbers(i.e.”4ward”).

Pure Created Words

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$GNQY�KU�C�NKUV�QH�PCOGU�RTGUGPVGF�KP�+VGTCVKQP��0COGU�KP�TGF�YGTG�KFGPVKſGF�for further exploration.



MuchNo PartFlySpecAddySpinWhyRUltum

NoonSenseSenNinerGrandZilchMonda

ZeroSumTenFullBoreAFXExceedRad

Iteration 1


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Heineken Name Recommendation for an Alcohol Free Beer2 Name Iteration Methodology

Names that resonated best with the Heineken team were those with a story, or aspirational quality. Names that sounded more sophisticated and stately were recognized. Gimmicky names (WhyR, WaxOn, Addy) were noted to be avoided.

WhyR WaxOn Addy

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Based on feedback from Iteration 1, our team explored aspirational and technical words, as well as words with several meanings. Names in red were discussed at length.




DirectPuroTempoSummitWerxCosineSpeckFlyte

SayvorD. AughtFHoTMonteSamoaBulleLateralClocked

CreedCommuteEVOGizaRicheFurySmidge

Iteration 2

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We noted that names the team gravitated towards in Iteration 2 were those that spoke to a premium feel and level of sophistication. Names most discussed were those that alluded to a level of improvement, “not snobby,” but with a “hint of class.” Elements of “good taste” were also discussed at length.

Snobby

Hint of Class

Good Taste


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Heineken Name Recommendation for an Alcohol Free Beer2 Name Iteration Methodology



1-Too/One2X-BeyondMaxiumOver+OverSpinFlowCodeMax

StealthMaxsysMore or LessGr8XoltSpi

DuonEQ

Iteration 3

1WT� ſPCN� KVGTCVKQP� HQEWUGF�QP�PCOGU� VJCV� CTG� HQTYCTF�NQQMKPI�� HQEWUGF�QP�taste, and the “unknown.” Names in red were discussed in detail.

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Final Rank

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How Names were Ranked

3

6JG� VYGNXG�PCOG�ſPCNKUVU�YGTG� TCPMGF�DCUGF�QP�QWT�.KPIWKUVKE�5EQTG%CTF�#PCN[UKU� CPF� QP� C� %TGCVKXG� $TKGH� 5EQTG%CTF� #PCN[UKU�� 5EQTGU� HTQO� VJG�.KPIWKUVKE� 5EQTG%CTF� CPF� %TGCVKXG� $TKGH� 5EQTG%CTF� YGTG� VJGP� VQVCNGF� VQ�RTQXKFG�VJG�ſPCN�TCPMKPI�

6JG� .KPIWKUVKE� 5EQTG%CTF� EQPVCKPGF� VGP� ECVGIQTKGU�� VJG� %TGCVKXG� $TKGH�5EQTG%CTF�EQPVCKPGF�ſXG�ECVGIQTKGU�CU�PQVGF�D[�*GKPGMGP��#�RGTHGEV�UEQTG�would be “150.”

Final Rank

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$CUGF�QP�QWT�.KPIWKUVKE�5EQTG%CTF��%TGCVKXG�$TKGH�5EQTG%CTF��CPF�conversations with the Heineken project team, our recommended brand name is:

Monte

5C[XQT

Grand

Bond

5WKV

Maax

Maxium

Riche

Vu

Noon

Marq

Mode

3 Final Rank

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Heineken Name Recommendation for an Alcohol Free Beer3 Final Rank

Cumulative Score of Name Finalists

Grand NoonRicheMaxium MarqSayvor VuSuit MaaxMonte Bond Mode

78

37

115

72

29

101

73

34

107

71

37

108

70

30

100

81

41

122

74

29

103

73

36

109

72

36

108

82

41

123

78

37

115

72

26

98

Linguistic Score

Brief Score

Cumulative Score

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Heineken Name Recommendation for an Alcohol Free Beer3

Linguistic ScoreCard Analysis - Final Name Candidates

9 97 67 87 9 88 9 6

8 87 78 89 8 77 8 7

8 89 99 67 7 88 8 6

8 58 78 66 6 79 8 7

9 95 68 98 9 78 9 4

7 58 87 56 8 69 9 8

9 75 78 98 7 77 9 6

78 7272 7081 7276 74 7382 78 69

6 75 69 89 7 78 8 7

9 69 68 79 8 89 8 9

5 89 89 67 5 89 4 9

Scriptability

AuralComprehensibility

Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics

Durability & Longevity

Ease of Pronunciation

Quantitative Score/100

Gender PropertiesPhonemic Simplicity

Final Rank

Grand NoonMaax MaxiumSayvor ModeVu Suit RicheMonte Bond Marq

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Creative Brief Score

Grand NoonRicheMaxium ModeMarqSayvor VuSuit MaaxMonte Bond

8

6

7

7

9

37

4

9

5

5

6

29

8

5

6

7

8

34

9

7

8

7

6

37

64

65

58

57

46

2630

9

9

7

8

8

41

4

5

6

7

7

29

7

7

8

6

8

36

9

5

8

8

6

36

8

6

9

9

9

41

8

6

9

7

7

37

Unique Taste

Fits with Lunch

Masculine

Fits with Beer

Sophisticated

Total

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Pronounced “Monty.” Monte, more than any other candidate, speaks directly towards the key associations of the Heineken creative brief. Monte is completely unique in the category, extremely masculine, and absolutely sophisticated. Monte is the epitome of class. Monte alludes to “the works,” which "ts extremely well to the taste of beer.

High Marks: Masculinity & Fits with Beer

Monte

Masculinity

9

Monte is an extremely masculine name

with numerous meanings. Monte refers

to a three piece suit worn by men.

Monte can be translated as “mont” or

“mountain,” a symbol of power.

Fits with Beer

9

Monte is an excellent "t in the beer

category. Monte refers to “the works”

and “full-bodied,” which immediately

connotes a good, unique taste.

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Pronounced “savor.” Sayvor serves as our secondary name recommendation for Heineken’s alcohol free beer. Sayvor speci"cally speaks to a di!erent, unique taste. This name refers to a beer taste that should be savored. The name candidate also "ts in well with the lunch hour and any meal targeted occasion. Sayvor is completely unique in the space.

High Marks: Unique Taste and Visual Aesthetics

Sayvor

Unique Taste

9

Savor is de"ned as “to taste good food

or drink and to enjoy it completely.”

Savor may also mean “a characteristic

taste, #avor, or smell.”

Visual Aesthetics

9

The word “sayvor” immediately catches

the eye with the letters “y” and “v”

together. The letters form a peak, which

provide excellent opportunities for visual

identity. The eye breaks down the word

into two separate parts: “say” and “vor.”

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Grand is de"ned as “impressive, stately, or digni"ed.” Drinking a “Grand” provides the consumer with a speci"c state of mind. The person is drinking a beer, yet is not consuming alcohol and has a stately appeal.

High Marks: Sophisticated and Visual Aesthetics

Grand

Sophisticated

9

In all aspects, the word “grand” refers

to a level of sophistication and as

something that must be treated with

respect. Grand has a certain aura about

it that cannot be ignored.

Visual Aesthetics

9

Grand is a visually attractive word. The

capitalized “G” immediately catches the

eye.

3 Final Rank

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A bond is something that unites. In this case, a person may drink Bond in order to be part of the alcoholic beer-drinking group. The name also alludes to James Bond, a reference to a sophisticated drink; comfortable with what you are drinking.

High Marks: Gender Properties and Phonetic Viability

Bond

Gender Properties

9

Name is very masculine; immediate

connotation to James Bond.

Phonetic Viability

9

Only one true pronunciation of the word

“bond.” It is a common usage word.

3 Final Rank

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Suit has numerous meanings. It is a set of outer clothes meant to be worn together. Suit may also mean “convenient or acceptable.” In the context of beer at lunch, a patron may order a beverage that “suits the meal.” The name also alludes to a level of sophistication.

High Marks: Sophisticated and Scriptability

Suit

Sophisticated

8

When one wears or refers to a suit, there

is a level of class associated with it.

Represents an occasion.

Scriptability

9

Suit has positive appeal when written;

the letters “u” and “i” #ow when written

together.

3 Final Rank

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When viewing the name candidate “Maax” the eye immediately sees the word “Max,” a name candidate previously developed by the Heineken team. Maax is su$ciently di!erent than other names in the space. Similar branding and image concepts may be used with this candidate.

High Marks: Unique Taste and Evocative Semantics

Maax

Unique Taste

9

Maax refers to the maximum taste of the

beverage.

Evocative Semantics

9

Evokes positive feelings. Getting the

most of something.

3 Final Rank

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Maxium is a neologism that connotes “max” and “maximum.” At "rst glance, the eye sees the word “maximum.” Subliminally, the word “axiom” is also present, which is de"ned as a “self-evident truth.” Excellent visual opportunities.

High Marks: Unique Taste and Evocative Semantics

Maxium

Unique Taste

9

References the maximum taste and

experience of the beverage.

Evocative Semantics

9

Getting the most of something, but also

evokes a “feeling of truth.”

3 Final Rank

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The name is a play on the word “rich.” The name connotes a premium feel and an aspirational lifestyle. Riche also alludes to a premium style of taste.

High Marks: Sophisticated and Aural Comprehensibility

Riche

Sophisticated

8

When someone or something is called

“rich,” there are positive associations

with class and elegance.

Aural Comprehensibility

8

The letter “r” at the beginning of the word

makes the name easily recognizable

when heard.

3 Final Rank

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Vu is a misspelling of the word “view.” The name candidate is aspirational and connotes a desire for a new or di!erent view. An umlaut could also be added over the “u” for visual purposes.

High Marks: Phonetic Viability and Aural Comprehensibility

Vu

Phonetic Viability

9

Extremely easy to say. The “v” may be

pronounced as a “w” in German

Aural Comprehensibility

9

“View” is a common usage word. The

name is clearly understood when stated

aloud.

3 Final Rank

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Middle of the day. Name signi"es that the beverage is safe and applicable to drink any time during the day. The “oo” also alludes to 0.0.

High Marks: Fits with Lunch and Ease of Pronunciation

Noon

Fits with Lunch

9

Noon "ts in extremely well with the

lunch; speci"cally speaks to the lunch

hour.


9

Extremely easy to pronounce with the

“oo” in the middle of the word. Common

usage word.

3 Final Rank

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Pronounced “mark.” Marq refers to a “symbol or indication on something.” In the situation with beer, the beverage is marked as 0% alcohol. The “q” adds a unique identi"er.

High Marks: Visual Aesthetics and Gender Properties

Marq

Visual Aesthetics

9

Visually attractive word ending in “q.”

Unique; catches the eye.

Gender Properties

8

May refer to a man’s "rst name. Very

masculine.

3 Final Rank

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Mode is de"ned as a way of doing something; in mathematical terms, it is the number that appears most often. The name refers to a method of ordering. Mode also refers to a “way something is experienced or expressed.” There is also a slight reference to “modi"cation.”

High Marks: Ease of Pronunciation and Syllabic Balance

Mode


9

Common usage word; very easy to

pronounce. May be pronounced as

“mod” in rare instances.

Syllabic Balance

8

Mode is not perfectly balanced, but does

follow a consonant, vowel, consonant

vowel pattern.

3 Final Rank

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4Heineken Name Recommendation for an Alcohol Free Beer


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Heineken provided the following 35 names for our team to assess. Names in red were noted by our team as legally unavailable.

4WardBraveFlowLifeMeMr.Pure

RollWow/W0.0WRightAimBreakFreeLong

MixxNo LimitsRawSansXLUpBam

CheersGoMaxiMoreNow/N0.0WRichTop

XXPeakBoldEdgeInMaxmMove

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Heineken provided the following 35 names for our team to assess. Names in red were noted by our team as legally unavailable.

%QPƀKEV

%QPƀKEV

Heineken Name

Heineken Name

Peak IPA by Peak Organic Brewing Co.

%JGGTU�$GGT�D[�6JCK�#UKC�2CEKſE�$TGYGT[�%QORCP[

Dos Equis – XX

Feldschlößchen Mixx by Carlsberg

Icehouse Edge

Maxi King Beer in Poland

Rich Beer by Al-Moudi Beverage

Steinlager Pure by New Zealand Breweries Limited

Miller High Life

Red Stripe Bold

VB Raw Dry Lager by Carlton & United

Mr. Beer Brew Kits

No Limits Hefeweizen by Two Roads Brewing

Already exists by Heineken’s Amstel Brand

Peak

Cheers

XX

Mixx

Edge

Maxi

Rich

Pure

Life

Bold

Raw

Mr.

No Limits

Free

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)KXGP�VJG�NGICN�UETGGPKPI��VJG�HQNNQYKPI�PCOGU�YGTG�UWDLGEVGF�VQ�QWT�.KPIWKUVKE�5EQTG%CTF�#PCN[UKU�CPF�%TGCVKXG�$TKGH�5EQTG%CTF�#PCN[UKU�

BreakXLBraveNow/N0.0WRight

More4WardFlowMe

RollMoveSansAim

TopUpWow/W0.0WBam

LongGoMaxmIn

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Based on our analysis, the top three names�RTQXKFGF�D[�*GKPGMGP�CTG�

Aim

Brave

Bam

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Cumulative Score of Name Finalists

Bam

XL

Top

InMove

Maxm

4Ward

Sans

Me

MoreBrave

Roll

Wow/W0.0W

Break

UP

Right

Now/N0.0WAim

Flow

Go

Long

79

66

29

26

108

92

66

60

32

21

98

81

69

61

34

26

103

87

74

66

29

21

103

87

67

28

95

73

70

36

23

109

93

70

65

29

21

99

86

75

63

31

27

106

90

74

63

32

25

106

88

76

65

34

30

110

95

78

65

29

27

107

92

Linguistic Score

Linguistic Score

Brief Score

Brief Score

Cumulative Score

Cumulative Score

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8 78 79 66 5 77 8

8 69 89 97 9 89 9

7 75 78 68 7 87 7

7 84 46 78 6 76 7

9 69 89 87 8 79 9

7 75 57 57 6 98 6

8 68 88 87 8 77 8

76 6970 6778 7074 74 7379 75

7 78 87 88 9 69 7

8 78 88 78 8 69 8

7 86 47 68 8 88 6

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics





Aim MaxmRoll MoreGo NOW/N0.0WSans WOW/W0.0W BraveBam Up

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7 768 36 6 67 7

9 988 68 8 89 8

4 366 76 6 75 6

3 447 86 6 55 5

9 887 67 7 89 7

5 557 66 4 76 6

8 876 77 8 47 8

66 606366 6165 65 6366 65

8 765 56 6 57 7

8 584 77 7 86 7

5 458 67 7 55 4

Scriptability


Visual Aesthetics

Syllabic Balance

Phonetic Viability

Evocative Semantics





Me InRightXL 4WardMove Flow BreakTop Long

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Creative Brief Score

Aim

Right

NOW/N0.0W Bam

Roll

WOW/W0.0W

4Ward

Go

Me

Maxm

Long

Sans

In

Up

Break

Flow

Move

Brave

More

Top

XL

7

6

6

6

7

5

7

4

7

6

34

27

6

7

5

6

5

29

7

4

4

5

8

6

5

3

5

3

29

21

9

6

5

3

6

6

5

5

7

6

32

26

6

4

7

4

7

5

3

5

6

3

29

21

8

5

5

4

7

6

7

7

7

5

34

27

3

3

6

4

7

5

6

4

7

5

29

21

7

4

5

7

6

7

6

4

7

3

31

25

7

5

7

6

4

5

7

4

5

3

30

23

8

7

4

6

9

5

7

6

8

4

36

28

7

4

6

4

6

7

6

6

7

5

32

26

Unique Taste

Unique Taste

Fits with Lunch

Fits with Lunch

Masculine

Masculine

Fits with Beer

Fits with Beer

Sophisticated

Sophisticated

Total

Total

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Aim has several meanings. Most notable, aim is de"ned as to “point or direct at a target.” It may also mean “intention on achieving.” In the context of beer, a patron may aim to drink a beer, but not alcohol.

Pros:• Name speaks to a clear goal.• Short• Easy to read, say, hear, and pronounce

High Marks: Ease of Pronunciation and Visual Aesthetics

Aim


9

Common usage word; pronounced “%m.”

Visual Aesthetics

8

Short word that begins with the letter “a.”

Catches the eye with its simplicity.

Cons:• Does not speak to taste or #avor of beer• Does not speak to the lunch hour or meals in general

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Brave is simply de"ned as “showing courage” or “ready to face and endure danger.” The name is extremely masculine and there are several avenues to explore for visual identity. One may be considered “brave” to order an alcohol free beer; a brave choice.

Pros:• Very masculine name• Root word “rave” is present; positive connotations• Moderately unique

High Marks: Masculinity and Evocative Semantics

Brave

Masculinity

9

“Brave” is typically associated with males,

speci"cally soldiers. The word is very bold;

positive attribute for men in this category.

Evocative Semantics

8

Evokes positive feelings and that one is safe

with their decision. Alludes to leadership.

Cons:• Does not speak to taste• Does not speak to lunch or meal-time• Moderately sophisticated

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“Bam” is often used as a sound to convey “a hard blow or abruptness of an occurrence.” “Bam” is a fun word and extremely emotive. “Bam” is most recognizable as chef Emeril Lagasse’s primary catchphrase.

Pros:• Catchy• Fun• Speaks to taste• Short, to the point

High Marks: Ease of Pronunciation and Phonetic Viability

Bam


9

Only one pronunciation; harsh sound.

Phonetic Viability

9

Similar to pronunciation, orthography is

straightforward. Cannot be misspelled.

Cons:• Slightly juvenile• Does not speak to the target audience

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Appendix

48


Brief Glossary of TermsName Types: Categories

Slightly Altered Real

Words

Monikers: Personality

Name

NeologismsTwo whole words put together to

make one-word.

CodeMax

Code

Max

Common Usage Words

Acronyms Legacy/Surnames

Alphanumeric Names

Hybrid-Neologisms

“Real” words, used commonly (i.e. “Grand”).

Trademarked acronyms, almost exclusively used in reference (i.e. “EVO”). Names that include the surname of the company’s founders/

principles (i.e. ”Heineken”).

Names that have a combination of letters and numbers(i.e.”4ward”).

Pure Created Words

4 Appendix: Brief Glossary of Terms

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Linguistic Analysis: Terms De!ned

Scriptability

Syllabic Balance

Aural Comp.

PhoneticViability

Visual Aesthetics

Refers to how the name

appears when it is written

CPF�CP[�FKHſEWNVKGU�

encountered in the scripting

Refers to overall lexical

balance, with regard to

syllable structure (Perfect

DCNCPEG�KU�%8%�%8%��

Refers to how easy it is to

understand the word when

you hear it pronounced.

How intuitive is

pronunciation based on

orthography?

Refers to quality of thematic

undertones.

How does the word look? Is

it visually appealing? Does it

offer potential for interesting

logo design?

EvocativeSemantics


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Linguistic Analysis: Terms De!ned


GenderProperties

Phonemic Simplicity


Rating of relative articulatory

comfort.

The new corporate name should be

“beautiful” in look and feel, which

suggests slightly feminine in nature.

If the name is neutral or skewed

toward the masculine, it will receive

a lower score.

*QY�ƀWKF�CTG�VJG�RJQPGOKE�

transitions? (i.e. no adjacent

harsh sounds at phonemic

joints)

Does the word possess

distinctive qualities that

will ensure strength in the

future?


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Glossary of Linguistic Nomenclature

Phoneme Morpheme Grapheme

The smallest distinctive unit of sound in the structure of a given

language.

The smallest grammatical unit (of

meaning) in the structure of a given language.

(Note: A morpheme may or may not stand alone, whereas

a word must.)

The smallest semantically distinguishing unit in a written language, analogous to the

phonemes of spoken languages.

(Note: A grapheme may or may not carry meaning by itself, and may or may not correspond to a single

phoneme. Graphemes include alphabetic letters, typographic ligatures, numerical digits, punctuation

marks, and other individual symbols of any of the world’s writing systems.)


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Glyph

A$x

Ascender

Pre"x

Descender

In"x

Ligature

Su$x

A speci"c shape that represents a grapheme,

in a speci"c typeface.

An additional element placed at the beginning or end of a root, stem, or word, or in the body of a word, to modify its

meaning.

In typography, the upward vertical stem on some lowercase

letters, such as h and b, that extends above the

baseline height.

An a$x which is placed before the stem of a word (also called a

preformative).

In typography, the portion of some

lowercase letters, such as g and y, that extends or descends below the

baseline.

An a$x inserted inside a word stem

(an existing word).

Occurs where two or more graphemes or

letters are joined as a single glyph.

An a$x which is placed after the stem of a word (also sometimes called a

post"x).


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Phonology

Dialect

A particular form of a language that is peculiar

to a speci"c region or social group.

Coda

The consonant(s) occurring after the vowel

in a syllable.

The description of the systems and patterns of speech sounds that occur in a language,

and how they govern pronunciation.

Idiolect

A variety of language that is unique to a person, as manifested by the patterns of vocabulary, grammar,

and pronunciation that he/she uses. Conceptually, the language

production of each person is

OrthographyA standardized system for using a particular

writing system (script) to write a particular

language.

(Note: this also includes rules of spelling.)

Consonant Cluster

A group of consonants which have no

intervening vowel.

Lexicon

Essentially a catalogue of a given language’s words (its wordstock).


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Alliteration RhymeLexical Stress

The repetition of a particular sound in the prominent lifts (or stressed syllables) of a series of words or

phrases (used here to refer to intra-lexical, or within-word,

application).

Element of a word or syllable that has or

ends with a sound that corresponds to another

(used here to refer to intra-lexical application).

The stress placed on a given syllable in a word

(also known as word stress).


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78 89789

Scriptability

All letters in the name

candidate #ow very well in

both upper and lower cases.

Somewhat of a disruption from

the“m” to “t.”

Evocative Semantics

Masculine name or nickname.

May also refer to a mountain.

Aural Comp.

Name is not similar to any

competitor names in the

space. It may sound as a

person’sname or nickname.

Unique sound.


Proper names resonate with

consumers for years. Also, it

is a play on a commonusage

word “Mont.”

Visual Aesthetics

Visually appealing word due to

“Mon” and “e” ending. O!ers

several masculine logo design

options.


The letters “m,” “o,” “n,” “t”

#ow togetherinstinctively

without any di$culty. The

ending “e” may result in some

mispronunciation. Overall, we

believe it is common enough to

not cause confusion.

SyllabicBalance

Name is two syllables. Follows

abalanced letter breakdown:

C-V-C-C-V.

Gender Properties

Monte is an extremely

masculine name with

numerous meanings. Monte

refers to a three piece suit

worn by men. Monte can

be translated as “mont”or

“mountain,” a symbol of power.

Phonetic Viability

Possibly three pronunciations:

“Monty,” “Mont,” and Mont-ay.”

Phonemic Simplicity

The phoneme “mont” is

commonly used and willnot

cause di$culty. The #ow

to the letter “e” may cause

di$culty with some patrons.

Monte Linguistic Marks

4 Appendix: Linguistic Marks of Final candidates

8 99

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879

88

98

97

8The “y” to “v” is not a natural

combination and may cause

di$culty in writing the name.

Otherwise, the word#ows very

well.

The name immediately

connotes thoughts of taste and

pleasantness.

The phoneme “say” is a

common usage word andeasy to

understand. The name is also a

play on the common usage word

“savor.”

When something is “savored” it

needs to beenjoyed for a period

of time. Name is also a common

usage word, which will create a

lasting impression.

The word “sayvor” immediately

catches the eye with the letters

“y” and “v” together. Theletters

form a peak, which provide

excellent opportunities for visual

identity. The eye breaks down

the wordinto two separate parts:

“say” and “vor.”

The name is easy to pronounce,

although the “v”will be

pronounced di!erently in

The word is nearly perfectly

syllabically balanced (c-v-

c-c-v-c). “Y” is sometimes

considered a vowel.

The name is slightly masculine

due to the “v” and “y” together in

the word.

The name is intuitive to

pronounce given that the "rst

syllable and phoneme is a

common usage word “say.”

“Vor”is also intuitive, although

may have a slightly di!erent

sound in German.

The name has two clear

phonemes “say” and “vor”

that "t very well together. Very

littledi$culty.

Sayvor Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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869499 9All letters #ow easily together

without any hard breaks.

Common usage word without

di$culty in spelling.

Several meanings of the

word, di$cult tohone in on a

meaning. Meanings rangefrom

“bonding” to James Bond.

Name candidate is veryclear

and understood, especially in

the alcohol market.

The name “bond” will be

a lasting name due to the

success of the James Bond

franchise. Also it is a common

usage word.

Name candidate appears

rather dull. Nothing remarkable

in the viewing of the word.

Only one true way to pronounce

the name. Common usage word

and is also a proper name.

Name candidate is nearly

perfectly balanced (C-V-C-C).

balanced with an ideal iambic

scheme.

Name is very masculine;

immediate connotation to James

Bond.

Only one true pronunciation

of the word “bond.” It is

a common usage word.be

written as one word.

The word itself is extremelyshort

and could be considered both a

phoneme and morpheme.

Bond Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

9 9 9

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9Suit has positive appeal when

written; the letters “u” and “i”

#ow when written together.

786

59

78

87

The name evokes

sophistication, but also a

level of comfort. Several

di!erentde"nitions, which

may be somewhat di$cult to

develop a concrete identity.

Common usage word; easily

understood. Very little room for

aural confusion.

The name is somewhat unique

in the space, but may have

di$culty standing out over time

due to its commonality.

Visually, the word appears rather

neutral. The eye may see “sue”

which has negative connotations.

One syllable, easy to

pronounce. Common usage

word.

Word itself is only one syllable,

which makes syllabic balance

less important. Also is a

common usage word.

Considered masculine due to

the fact that men frequently

wear suits.

The name is extremely intuitive

due to its common usage in a

variety of contexts.

Name could be considered a

phoneme andmorpheme. By

itself, the letters “ui” may cause

some di$culty when viewed by

themselves.

Suit Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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5 98

98 9

68

87

The “g” to “r” combination

is somewhat di$cult, as is

the “n” to “d.” There is not

a hard break, but the letter

combinations are not overly

intuitive.

Name commands respect,

alludes to greatness or of a

certain age. Name has only

onetrue meaning; very good for

visual opportunities.

The name stands out very clearly

when statedout-loud and when

heard. This is primarily due to

the harsh “gr” sound at the

beginning of the word.

The name in and of itself

speaks to longevity. Is an

elegant and timelessword.

Grand is a visually attractive

word. The capitalized “G”

immediately catches the eye.

Common usage word; travels

well in other languages.

Pronunciation: �rænd

Name at "rst appears to be

syllabically balanced (C-C-V-

C-C), but theletter makeup is

somewhat non-intuitive.

This word is feminine in gender

(as a commonly used French

noun), and looks and feels a bit

feminine as well, which gives it

an elegant quality for this entity.

Intuitive to spell based on the

numerous examples of common

use. Spelling poses little con#ict.

Monosyllabic word, so

phonemic joints not found

here, but the transition from

“c” to “l” is fairly natural and

unencumbered.

Grand Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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79

98

95

58

75

The “aa” in the middle of the

word is unique and not intuitive

to write. The “x” at the endalso

proves di$cult.

Evokes positive feelings.

Getting the most of something.

When “max” is stated, it is

easily understood. No room for

miscommunication.

Name is durable due to the

“aa” in the middle of theword.

Serves as a unique identi"er.

Name easily stands out and

catches the eye due to the “aa”

in the middle of the word. Very

unique.

Most patrons will pronounce

the word as “Max,” but the

letter make-up may be open to

interpretation.

Syllabically neutral. The “aa”

in the middle of the word is

not natural and is without a

traditional break.

Name is considered masculine;

could reference a masculine

nickname.

Name is not overly intuitive due to

an extra “a.” Little other con#ict.

Phonemes “ma” and “ax”

typically do not "t well together.

Simply a mispronunciation.

Maax Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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69

67

86

68

77

Wants to be spelled

“maximum.” The “x” in the

middle of the word creates

a hard break; the “i” and

“u” together is also slightly

Getting the most of something,

but also evokes a “feeling of

truth.”

Di$cult to understand; sounds

like a metal or “maximum”

being mispronounced.

Slightly durable due to its

mis-spelling of “maximum.”

Appealing word; the eye does

not catch the spelling at"rst.

“Max” catches the eye due

to the “x” in the center of the

word.

May be considered somewhat

di$cult due to it not being a

common usage word.

Word is not syllabically

balanced due to the “iu” in

thesu$x. Creates a new

Considered as a masculine

word due to the su$x “ium.”

“Max” is typically considered to

be a male name.

Orthography points to the

spelling of “maximum.” The “i”

is pronounced as an “e” which

may prove di$cult.

Morphemes “max” and

“ium” are fairly simple unto

themselves. Creates a di$cult

soundingword when placed

together. Transition from “x” to

“ium” is harsh.

Maxium Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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88

87

88

86

77

Letters #ow together

intuitively; common word.

Positive attributes to wealth,

sophistication. A certain level

of taste.

The letter “r” at the beginning of

the word makes the name easily

recognizable when heard.

Slightly positive due to the

“e” at the end of the word as a

di!erentiator.

Name is visually appealing; has

a certain #air with the added

“e.”

“Rich” is a common usage

word, but the “e” at the end

may create confusion as a

French sounding word

Positively balanced C-V-C-

C-V in a way that rolls o! the

tongue.

Rich may signify masculinity,

the “e” ending provides a

slightly feminine touch.

Intuitive to spell, but the “e” is

silent and is forgotten.

Somewhat di$cult to

breakdown phonemically. “Ri”

and “che” or simply “rich.”

Riche Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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77

96

78

96

98

The “v” and “u” together is not

overly intuitive and somewhat

di$cult to write.

Evokes positive elements of

“view.” Visionary.

“View” is a common usage word.

The name is clearly understood

when stated aloud.

Not overly unique due to a

di!erent spelling of “view.” May

not travel well.

Visually, the “v” and “u” together

is appealing. Together, they

catch the eye.

Easy to pronounce; may be

slightly di!erent in German based

languages.

Completely balanced given that

the word is two letters (C-V).

Very slightly masculine as

a result of the v to u letter

combination.

Is pronounced only one way

(view) in English. May be

pronounced slightly di!erently in

German.

The phoneme “vu” is not

traditional. Easily broken down

for ease of pronunciation.

Vu Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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98

65

89

75

87

Uses only two letters; #ows

very well from letter to letter.

Refers to a period of day or

time of day. Very speci"c.

Can be di$cult to understand;

sounds like “moon.” Could be

confused with “Blue Moon.”

Not overly unique. May be

overlooked in the space.

Visually appealing word with

only 2 letters. The “oo” in the

middle catches the eye.

Extremely easy to pronounce

with the “oo” in the middle ofthe

word. Common usage word.

Balanced in that the word

is C-V-V-C. “OO” sound is

somewhat unique in the space

and may not travel well.

Name is completely gender

neutral.

Intuitive to spell since it is a

common usage word. Use of

only 2 letters is positive.

Phoneme could be broken

down as a whole or into 2 parts

“no” and “on.”

Noon Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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66

97

94

78

86

The “r” to “q” is not natural.

It is expected that a letter will

follow “q.” Not intuitive.

Evokes thoughts of a “mark” or

positive attribute.

Easily heard and understood.

Common "rst name for a male.

Somewhat durable due to the

unique “q” identi"er ending.

Visually attractive word ending

in “q.” Unique; catches the eye.

The “q” ending provides a

di$cult ending; not intuitive to

pronounce.

Slightly positive balanced

word. C-V-C-C. The ending in

“q” subliminally adds a vowel at

the end of the word.

May refer to a man’s "rst name.

Very masculine.

Phoneme “ri” may be interpret-

ed orthographically as “re”, but

e!ect is negligible.

Di$cult to break down into

phonemes. “Mar” is simply

added to with the letter “q.”

Marq Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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86

76

69

85

89

Letters #ow easily. The “o”

to “d” may be considered

slightly di$cult. No harsh

character changes.

Name means di!erent things

to di!erent people. Di$cult to

create a visual identity.

May be somewhat di$cult to

hear. May sound as “Node” or

heard as “no.”

Nothing unique about the name;

somewhat obscure.

Nothing remarkable about the

name. “Ode” exists, which is a

poem about the deceased.

Common usage word; very

easy to pronounce. May be

pronounced as “mod” in rare

instances.

Mode is not perfectly balanced,

but does follow a consonant,

vowel, consonant vowel

pattern.

Name is gender neutral without

any overly masculine or

feminine qualities.

Spelling is easy due to common

usage. Su$x “ode” is used in

poetry and creative writing.

One syllable; name can be

broken down as a single

phoneme ormorpheme.

Mode Linguistic Marks


Scriptability

Evocative Semantics

Aural Comp.


Visual Aesthetics


SyllabicBalance

Gender Properties

Phonetic Viability

Phonemic Simplicity

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78


87 97877

Scriptability

The “a” to “i” is slightly di$cult.

Less so due to the common

use of the word. Short, easy

to write.

Evocative Semantics

Several di!erent meanings; aim

as related to targets or what “one

plans to do.” Slightlypositive

visual references.

Aural Comp.

Name is easily understood

when heard. Could be

confused with “claim” which is

irrelevant in the space.


Slightly positive due to

shortness of the word. Will

vary depending on the

meaning (acronym? Visual

identity?)

Visual Aesthetics

Nothing overly unique about

the word. Starts with “a”

which is typically associated

with positive feelings.


Common usage word;

pronounced “%m.”

SyllabicBalance

Word is not perfectly balanced

due to two vowels at the

beginning. (V-V-C)

Gender Properties

Slightly masculine due to the

idea of aiming a weapon.

Feminine in that it may be

confused as a woman’s name

(Aimee).

Phonetic Viability

Easily spelled; no overtly

obvious errors that may occur.

Phonemic Simplicity

Simple in that the name is one

syllable and can be broken

downinto one phoneme and

morpheme.

Aim Linguistic Marks

8

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96

78 77868

Scriptability

The letter combination of “b”

to “r” is somewhat di$cultto

write. The “ave” ending #ows

very well.

Evocative Semantics

Evokes positive feelings and that

one is safe with their decision.

Alludes to leadership.

Aural Comp.

Somewhat di$cult to hear;

could be confused as “rave” or

“crave” which are used in this

space.


Name provides a level of

comfort, but is not overly

unique.

Visual Aesthetics

Visually appealing word; stands

out. Provides an immediate

level of comfort.


Easily pronounced due to

common usage. “Ave” ending

SyllabicBalance

Name does not have any true

balance (C-C-V-C-V).

Gender Properties

“Brave” is typically associated

with males, speci"cally

soldiers. The word is very

bold;positive attribute for men

in this category.

Phonetic Viability

ECommon usage word; easily

known to spell. Travels well

across languages.

Phonemic Simplicity

The “ave” phoneme is

extremely familiar. Several

letter combinations #ow well

into it, even untraditional letters

such as “br.”

Brave Linguistic Marks

7


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78

977 96998

Scriptability

The letters when written

together are somewhat

complex. Made easier by the

fact that it is a slang term.

Evocative Semantics

Emotive, but could take several

di!erent meanings: pain, taste,

excitement, and so on.

Aural Comp.

Easily understood; name is

typically stated with a great

deal of emotion. May be

confused with “damn.”


Slang term that is currently

popular. Somewhat of a

childish/juvenile term.

Visual Aesthetics

Short, appealing word.

Catches a person’s attention.

Very emotive.


Only one pronunciation; harsh

sound. stands out.

SyllabicBalance

Completely balanced word

(C-V-C). Easy to pronounce.

Gender Properties

Masculine sounding name;

Would hear a man ordering a

“bam.”

Phonetic Viability

Similar to pronunciation,

orthography is straightforward.

Cannot be misspelled.

Phonemic Simplicity

Easily broken down into one

morpheme and phoneme;

could also be broken down into

“b” and “am.”

Bam Linguistic Marks


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WindUp A single English based word; may also be viewed as two English words placed together. Literal de"nition is “an act of concluding or "nishing something.” Connotes the last drink of the evening.

KnockO!

FlatOut

Only

A single English word. De"ned as a similar version of something else. In this case, it is a “knocko!” of an alcoholic beer. Has positive associations with the person drinking it; great concept.

Two English words placed together. Refers to a person being sober, yet appearing to drink beer. It is a “cool sounding” word; very masculine. May have a negative connotation to being #at.

Literally de"ned as “without others or anything further.” Name is somewhat feminine, but the name would be completely unique in the category.

4 Appendix: Long List of Names and Analysis

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Bond A bond is something that unites. In this case, a person may drink Bond in order to be part of the alcoholic beer-drinking group. The name also alludes to James Bond, a reference to a sophisticated drink; comfortable with what you are drinking.

A.D.

B:None

WaxOn

The acronym stands for “all day,” meaning that one could drink the beverage and enjoy themselves all day long. “A.D.” also alludes to zero in that there is not a year zero in the Julian or Gregorian calendars.

Name refers to “be yourself” and unlike anyone else. This person is comfortable drinking a non-alcoholic beer.

The term WaxOn can be used in reference to musical instruments or in certain sports such as sur"ng. In both instances, wax makes the instrument easier to use. This name speaks to the fact that although a person is drinking a beer, they will still be able to function.


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No Proof Name candidate clearly speaks to the beverage containing zero percent alcohol.

On + On

Beeyond

Aire

The name signi"es that someone can drink the beverage on and on and on without becoming inebriated.

This name candidate is a neologism based on the English word “beyond,” meaning “superior to” or “farther on than.” A person may drink Beeyond longer than typical alcoholic beers.

The name Aire sounds light, refreshing, and soothing. There are also numerous rivers named “Aire” or River Aire. May sounds slightly feminine.


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Not 1 The name enables a person to honestly state that they have “had not one beer.”

Full Hand

Much

No Part

Very masculine sounding name. The name speaks to the beer having full taste; “I have a Full Hand of beer.”

The term much refers to a measure or degree of something. “The alcohol in this beer does not add up to much.”

This name literally speaks to the beer having “no part alcohol.”


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FlySpec The name is two English words placed together. FlySpec also refers to very small, near to nothing particles. In this case, FlySpec refers to the lack of alcohol.

Addy

Spin

WhyR

Slang term for “address.” Very masculine and "ts in well with the bar call: “can I have an addy?”

Name candidate speaks to a “spin” on traditional, alcoholic beer. The spin is that the beer is alcohol free.

This name is a play on the word “wire.” A person is “wired” and focused rather than inebriated.


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Ultum Ultum is a neologism. The name alludes to “ultima” which is the last syllable of a word; Ultum also alludes to “ultimate.” Therefore, Ultum means the ultimate non-alcoholic beer and the last beverage of the evening.

Noon

Sense

Sen

Middle of the day. Name signi"es that the beverage is safe and applicable to drink any time during the day.

Refers to the "ve faculties (sight, hearing, taste, smell, and touch). A person retains all faculties when drinking it.

Is a surname that means “honorable” or “doing a good deed.” The person who drinks “Sen” is honorable in that he/she may serve as a designated driver or for looking after a group of friends. The name may also sound like “Zen.”


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Niner Very masculine sounding name. Niner may refer to a time of day (9:00). In German, Niner may signify “no” as in “no alcohol.”

Grand

Zilch

Monda

Grand is de"ned as “impressive, stately, or digni"ed.” Drinking a “Grand” provides the consumer with a speci"c state of mind. The person is drinking a beer, yet is not consuming alcohol and has a stately appeal. The “oo” also alludes to 0.0.

This is a slang term for zero or nothing. The term speaks directly to the absence of alcohol in the beer.

Can be translated to mean “of man” and therefore speaks to the target demographic. “Mon” is a British variant of man and “da” can be translated to “of.”


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ZeroSum The name refers to the fact that all the alcohol in the beer would add up to zero.

Ten

FullBore

AFX

The beer is #avorful and on a scale of one to ten, scores a ten.

Bore means “to drill” or “force an opening.” The name “FullBore” works extremely well in a bar call situation; a customer would not feel intimidated by ordering a non-alcoholic beer called “FullBore.” The name may also be used in marketing, as in penetrating the market.

This name could be pronounced A-F-X or as “A Fix.” The name suggests that a customer needs “a beer "x” but does not want or need the alcohol.


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Exceed This name works very well for a non-alcoholic beer. Although the beer does not contain alcohol, its taste and satisfaction level “exceeds” expectations.

Rad

Optime

Mode

Rad is a slang or short version for the English word “Radical.” The name speaks to the fact that is is “cool to drink alcohol free beer.” The name could be confused with Heineken’s beer Radler (lemon #avored).

The name “Optime” is a combination of “time” and “optimum.” Together, the word refers to the “optimum time,” which "ts in very well to non-alcoholic beer during lunch. Excellent visual opportunities present.

Mode is de"ned as a way of doing something; in mathematical terms, it is the number that appears most often. The name refers to a method of ordering. Mode also refers to a “way something is experienced or expressed.” There is also a slight reference to “modi"cation.”


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Sleek Sleek is de"ned as “smooth.” The name refers to the body of the beer and taste. Very refreshing.

Vu

Suite

Smart

Vu is a mis-spelling of the word “view.” The name candidate is aspirational and connotes a desire for anew or di!erent view. An umlaut could also be added over the “u” for visual purposes.

Suite is a location, often in an o$ce type setting. Therefore, there are positive connotations to the beverage being safe to drink. The name is also pronounced “Sweet.” Several directions for visual opportunity.

Smart is de"ned as “having intelligence, quick wit, and acumen.” Smart can also mean “well-dressed.” In this context, one is making the “smart decision.” Smart also, subliminally, alludes to “small,” which is a reference to lack of alcohol.


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Connects “Connect” is de"ned as “bringing together.” Connects refers to bringing people together and in the connection between patron and beverage.

Rules

UPT

Choice

In all societies, there are certain rules that must be followed. The name candidate “Rules” speaks to the unspoken “rule” that alcohol should not be consumed during business hours.

UPT is an acronym for “Ultimate Premium Taste.” The name clearly speaks to taste and quality of the beverage.

The primary meaning of Choice in this context is “of very good quality.” The name candidate may be referred to the “selection of quality.”


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Bill Smith

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Mark Mark is a “symbol or indication on something.” In the situation with beer, the beverage is marked as 0% alcohol.

Zelo

Impel

Rev

Zelo immediately references “zero” and speaks to 0% alcohol. Zelo also refers to “zeal or zealous.”

Impel is literally de"ned as “drive or force someone to do something.” In certain circumstances, one is impelled to consume a non-alcoholic beverage.

Rev is an informal term referring to “rev one’s engine.” The name candidate is short for “revolution” and has subliminal messaging to zero.


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Maxel This name candidate speaks directly to maximum taste. The su$x “el” also refers to an “elevated space,” which also connotes a premium feel.

Level

Direct

Puro

Level is a reference to items being equal. In this instance, level also refers to a person staying even keeled. There is excellent visual identity opportunities as 0.0 is “level.”

Direct has several meanings; in this case, direct refers to one’s ability to “take control.” The nameis very masculine in appearance and meaning.

Puro immediately alludes to “pure.” This name speaks to the pure taste of the beverage. The name Puro also means “cigar” in Spanish, which connotes a level of sophistication.


Bill Smith

Bill Smith

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Tempo Tempo is de"ned as the rate or speed of motion. In music, the lead musician setstempo. One who orders a “Tempo” is not afraid to lead and set by example.

Summit

Werx

Cosine

Similar to “Peak,” the name is de"ned as the top of a mountain. Summit can also refer to the act of reaching the top. Name provides a level of sophistication.

This name candidate is pronounced as “Works.” The name of thebeverage means that it “works” or that a person may be able to “work” after consumption.

Cosine is a calculus/trigonometry term that measures distance between two intervals. The name speaks to 0.0 and the intervals between meals. There is also excellent opportunities for visual identity.


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Bill Smith

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Speck Speck is a reference to the “small amount” of something. In this instance, it refersto the small (nil) amount of alcohol.

Flyte

Sayvor

D. Aught

The name Flyte is very aspirational and a misspelling of the word “#ight.” They eye "rst sees the word “#y.” The name is slightly feminine.

Sayvor is a play on the word “savor.” The name immediately speaks to taste and that the #avor should be “savored.” Subliminally, the name speaks to “saving one’s self.”

The name simply sounds like a beer. Aught is referencing zeros; “D” stands for double. Therefore, subliminally the namemeans “double zero” in reference to alcohol volume.


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FHoT The name is an acronym for “Full Head of Taste.” Pronounced as “Hot.” Excellent visual references here.

Monte

Samoa

Bulle

The name is a reference to the phrase “full monty,” which means “the works.” The name speaks tofull body and taste, no compromises. Sounds masculine.

The name is very aspirational and is a reference to the Samoan Islands. The name takes a patronto a di!erent place. Name also alludes to “some more.”

The name is a mis-spelling of the word English word “bull.” The name is very straightforwardand masculine. Excellent visual identity pieces.


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Lateral Lateral means from the side or sideways. This name has similar connotations to the name candidate“Level.” The word “later”also appears in the word which is a reference to a time of day.

Clocked

Creed

Commute

Clocked "ts in very well to the work place lunch. During lunch, someone is “clocked-out.” The word “lock” also appears, meaning that a person is locked in. Masculine,excellent visual aesthetics.

Creed speaks to a system of beliefs. The name sounds aurally similar to “greed,” which is not necessarily negative in this context; a patron wants to be greedy and have beer, but cannot consume alcohol.

This name candidate alludes to the need to drive or “get from one place to another.” Connotes afeeling of safety. Also, the word “mute” appears, which refers to the lack of alcohol in the beverage.


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Bill Smith

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EVO “Evo” is literally de"ned as “belonging to or of.” Evo also alludes to “evolution” or“evolve.” In the context of beer, Evo refers to the evolution of “something better.” It is also an acronym standing for “Evolved Vs. Ordinary”.

Giza

Riche

Fury

Giza is a clear reference to Egypt and the pyramids. A very grand name. Giza is also referencing “guise,” which is de"ned as a “concealment of the true nature of something.”

The name is a play on the word “rich.” The name connotes a premium feel and an aspirational lifestyle. Riche alsoalludes to a premium style of taste.

Very masculine name. The name is typically associated with anger, but in this context would refer to“intense.” The name speaks to a#avorful beer, without compromise.


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Smidge Smidge is a slang term referring to a small amount of something. In this case, it is areference to the small amount of alcohol. “I’ll have a Smidge.” This nameis gender neutral.


EQ EQ immediately connotes feelings of “equal.” In context, the name refers to the fact that a non-alcoholic beer is “equal to an alcoholic beverage.” Subliminally, the purchaser may also note “IQ,” which connotes intelligence.

DuOn “DuOn” is a second set of genetic code that is hidden in DNA. Upon discovery, “duon” was noted as a radical discovery. In this context, a great-tasting non-alcoholic beer is viewed as a radical breakthrough. Very masculine name.

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TopSpin TopSpin is the combination of English words “top” and “spin.” Top references the pinnacle or apex of something. Spin alludes to the beer itself. TopSpin is also a single word that refers to a ball rotating forward. Note: “Spin” was previously presented in our "rst iteration of names.

A.K.A.

Maax

Props

In the English language, A.K.A. is an acronym referring to “also known as.” This acronym "ts in very well in the non-alcoholic beer segment. There are also numerous visual identity concepts to explore.

When viewing the name candidate “Maax” the eye immediately sees the word “Max,” a name candidate previously developed by the Heineken team. Maax is su$ciently di!erent than other names in the space. Similar branding and image concepts may be used with this candidate.

Props is an English word that is de"ned as “something that is said to publicly thank or give attention to someone.” “Prop” may also refer to a stage prop or movie prop. In this context, a prop “enhances a desired e!ect.” All connotations of “Props” are positive, with excellent visual references. Similarvisuals may be used as with the name candidate “Spin.”


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OnPoint “On point” is an English phrase that means “spot on” or “exactly right.” The name candidate "ts very well with the non-alcoholic beer segment. The beverage is “on point,” which is extremely applicable during the lunch hour.

MyType

Time After Time

HeadSet

MyType connotes a personalized experience. The name refers to a person’s speci"c choices, desires, and wants. In this context, a patron is seeking a speci"c type of beer.

This name candidate speaks directly towards the consistency and #avor of the beer. The name candidate also means habitually or frequently. Excellent visual references.

The name candidate references themes of level-headedness. HeadSet alludes to a person’s ability to remain even-keeled when drinking it. The beverage keeps the person’s head set on the task at hand.


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UnClipped

LEdge

180

The root word “Clip” means to “cut or trim something.” With the pre"x “un,” which means “not,” the name candidate is literally de"ned as “not cut.” This name candidate speaks to taste and #avor of the beer. Despite not having alcohol, taste is not negated. It’s non-alcoholic beer, UnClipped.

LEdge is pronounced “ledge.” In this name candidate, the capitalized “LE” refers to “Light Edge.” The name alludes to light, non-alcoholic beer with an edge.

180 is in reference to 180 degrees in geometry. 180 is de"ned as a complete turn around or opposite from what someone expects. In the context of beer, a person orders a 180, but is receiving a non-alcoholic beverage, the opposite of what is expected.

4Real 4Real is a wordplay on “For Real.” The name speaks to the full taste of the beer, yet also to the fact that beverage is alcohol free. This beer is full-bodied and tasteful…4Real.


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X-Beyond

Maxium

Over + Over

X-Beyond refers to the “unknown.” The beer is a type of mystery; very masculine. The beverage is beyond taste and alcohol.

Maxium is a neologism that connotes “max” and “maximum.” At "rst glance, the eye sees the word “maximum.” Subliminally, the word “axiom” is also present, which is de"ned as a “self-evident truth.” Excellent visual opportunities.

Over + Over references high quality taste and #avor due to repeat purchases. A patron would or-der this beverage “over and over” again. The name also references that a patron prefers taste over alcohol.

1-Too / One2 These name candidates refer to people coming together. It is similar in context to the previously presented candidate “Bond.” Excellent in a bar call situation; “I’ll have one too!”


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SpinFlow SpinFlow is a name candidate that goes against the grain. It is two English words placed together.The name candidate refers to a spin on “going with the #ow” by ordering a non-alcoholic beer.Interesting visual opportunities.

CodeMax

Stealth

Maxsys

A “code” is a set of rules or a key. In this context, the name candidate refers to a non-alcoholic code for a premium tasting beer.

Stealth is de"ned as “secret or not openly acknowledged.” Stealth refers to all the expectations of beer (taste, full-body, experiential) but without alcohol. The name speaks to the fact that the lack of alcohol is “stealth.” Also speaks to the fact that alcohol is camou#aged. Masculine name; excellent visual

Maxsys is another iteration of “max” speci"c name candidates. In this context, however, the name speaks to a maximum system of taste. The name is gender neutral.


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Gr8 Pronounced “Great.” The name clearly has positive connotations; several opportunities to explore for visual identity.

Xolt

Spi

Pronounced “Zolt.” The name candidate is eye-catching and has an electric feel. The name is close in pronunciation to “jolt.” Positive connotations to the name; very masculine.

Pronounced “Spy.” The name alludes to thoughts of secrecy or of “a person who watches closely.” Positive connotations to an alcohol-free beer. Slightly masculine name with excellent visual identity options.

More or Less The is name candidate is a play of the exact English expression “more or less.” In the context of nonalcoholic beer, the name alludes to the fact that a non-alcoholic beer is more or less the same as a typical alcoholic, full-bodied beer.


Bill Smith

Bill Smith

Thank you

alcohol free beer naming work product

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