Brand collaborations have strong potential to enter our visual and mental landscapes as rich, contrasting ephemera. They might be a fleeting moment, a long running partnership, or something in between. Some are intriguing, niche, and maybe even elegant. Others are tepid, unironically brutish, or blatantly self-serving. Finally, some are truly and remarkably bizarre, leaving most consumers bewildered
Why star-studded naming projects usually burn out Celebrities, they’re just like us. They drink iced coffee, they pump gas. Sometimes they have an idea for something, and that something needs a name. It may come as a surprise that a celebrity would reach out to a naming studio like ours. Public figures often have their own
While most companies would want a brand that’s considered and well designed, there are some situations where having a nice brand feels out of place or even suspect. So what are the situations when it makes sense to have a bad brand that turns its back on design as we know it? When is it
At A Hundred Monkeys we believe that employing humor in company and product naming is a good way into people’s hearts and minds. A jocular name can stand out in a crowded competitive landscape and communicate an intriguing story with levity or a wink. With nearly 9,000 craft breweries in the US, it’s an industry
How creative decisions force us to rewire our brains It can be daunting to stare at a list of options when you only need one. For most of us, the natural approach is to find the answer. Thanks to years of multiple choice, standardized testing, and everyday problem-solving, we’re programmed to gradually eliminate incorrect answers from a
Amidst the quiet solitude, political upheaval, and cultural rancor of the recent past, I realized I needed to shop for new clothes. Most importantly, I required a functional yet comfortable pair of pants to get me through the atypical work days, evening chores, and masked weekends that made up the COVID-19 shelter-in-place experience. I wanted
It’s not all fun and games over here at A Hundred Monkeys. We, too, are governed by the laws of the United States. Specifically, trademark law happens to be very much a part of our business. We’ve gotten to know the intersection of trademark law and naming over the years. We’ve designed our process in
Naming architecture and systems are top of mind as I’m wrapping up a large, multifaceted naming architecture project and spinning up on another this spring. As I’ve been completing this work, I’ve discovered how little information is readily available on how to evaluate and approach naming architectures and systems. For clarity on how we think
There are many reasons for companies to seek help with naming. One issue that confounds a number of growing businesses who have yet to make a splash is how to name their brand, company, and products. Granted, at an early inflection point they may only have one product, which actually plays to their advantage. In
The creative field is a crowded one. There are behemoths that handle everything in house and specialists that focus on tiny nooks and crannies. On this spectrum, A Hundred Monkeys occupies one of the smaller nooks. We focus on naming and occasionally write in slightly longer format. Over the years, we’ve won and lost projects
