Understory
The future of protein
- Naming
Understory is a brand of supplements and proteins derived from Antarctic krill. The name was born out of a desire for the parent company, Aker Biomarine, to share a rich story about the importance of aquaculture nutrition and highlight krill’s vast range of sustainable nutrients.
What we did
We worked with a diverse group of decision makers from Aker, with expertise ranging from biology to B2B partnerships. To find Understory, we dove deeplooking for a connection to the abundant nutrition beneath the waves. Understory is typically associated with surface plant life but takes on new meaning in the context of marine-based biotech.
What was the deal with…
Trademark
Aker Biomarine needed to conduct preliminary trademark screening in the US, Japan, and Korea. All three countries are large markets for krill protein and protein manufacturing. Understory and several other names received good marks in these territories, and Aker’s internal counsel conducted the final deep legal screening before registration.
URL
Being open to a suffix in their url, the team was able to acquire understoryprotein.com without any trouble.
The decision
Even though there were a variety of perspectives on the name, the Aker team was able to come together—ultimately selecting for extensibility and shared appreciation for what lies beneath.