The Problem:

Cringeworthy cuteness
Stuck in the kitchen

At its inception, Confetti Kitchen was founder Cynthia Samanian’s answer to the bare fridges and Seamless accounts that many of us often go home to. It was a blog with everything from recipes to dinner party how-tos, aimed at those who love food but fear the kitchen. Confetti Kitchen was borne out of Cynthia’s passion for cooking and the shared experiences it brings — particularly for a generation that has seemingly forgotten how to connect in person. She turned her love of writing and entertaining into a resource for aspiring home chefs, and she did it in a way that was as amusing as it was relatable.

Cut to 2018. Confetti Kitchen was no longer just a blog — it had become a full-fledged producer of experiential food events in San Francisco. When she came to us, Cynthia had already begun crafting unique, memorable events for a growing roster of natural food and wellness brands. She and her team were producing events with immense care and attention to detail at every stage, from compiling influencer-laden guest lists to tracking the analytics of post-event success.

They weren’t just event planners. They were a creative force, concocting imaginative concepts for their clients. Imagine a workshop hosted by an artisanal chocolatier where you could design your own chocolate tart worthy of a parisian patisserie window. Sign us up.

Photo by Audrey Kelly

With this new business model, she was ready to rebrand entirely — starting with a new name. Confetti Kitchen felt like a vestige of the past. To its founder, the cuteness had become cringeworthy and the business, while still about festivity, had outgrown its roots. And while they had no intention of leaving the food world, they also wanted the option to expand to other industries down the line — which meant “kitchen” would have to go.

The Fix:

Polished for the present & future
Speak to the process

Confetti Kitchen’s new name would have to elevate the brand with an element of je ne sais quoi. It had to appeal to existing clients, other natural food brands, and a network of key influencers in the food and wellness worlds. These are audiences whose fingers are on the pulse of gastronomic trends, so we knew the name had to look just as good on Instagram as it did on paper. We wanted something that was unlike anything anyone had seen before — just like the events Cynthia and her team were creating. We wanted people to hear the name and be compelled to learn more.

Hidden Rhythm checked all of those boxes, and more. Right off the bat, it felt unusual and unexpected. As namers, we love joining two words that aren’t typically used together — they reverberate and they allow us to build meaning around them, creating a world of possibility and ownability, not to mention intrigue.

Although Hidden Rhythm was an unfamiliar phrase, it still signaled familiar notions of heartbeats and sunrises and sunsets. It felt like a natural, underlying support system — something that would keep you on track while letting you shine. We thought this was an effective way of talking about the company’s methodical process and their role as a steady driving force for their clients. As a name, it spoke less to what they were doing and more to how they were doing it. The relationship to natural cycles also tied in nicely with their commitment to natural ingredients and healthy living.

-Founder, Cynthia Samanian, via

The name Hidden Rhythm allowed us to celebrate Cynthia’s behind-the-scenes team of event designers without boxing them into any one particular industry. It was the grown-up answer to Confetti Kitchen’s qualms, and it injected a sense of forward momentum into a brand that had far surpassed its name.


More you say?