Rename an established spice company
Jacob's spice company is dedicated to delivering the freshest and most intense flavors in the industry, targeting enthusiasts of grilling and smoking, where taste is crucial. They operate in the retail market of New York and sell online across the country. Prior to initiating his naming project on Crowdspring, Jacob had been running his business, Artisan Spice Co., for several years. However, a much larger competitor claimed that his company's name infringed on their trademark. Jacob expressed his surprise, explaining, "We went through a costly and extensive process with a design agency and a legal team to ensure the name wouldn’t be problematic." He acknowledged it as a rookie mistake. Jacob was given six months to completely revamp his brand, including the name, story, and packaging. He sought a quicker solution for the rebranding since returning to an agency was too pricey, and their previous suggestions were unsatisfactory. While his team brainstormed potential names internally, none stood out. Having previously tried freelance platforms like Upwork and Freelancer, Jacob was attracted to Crowdspring because it allowed him to acquire numerous naming ideas from creative individuals, only paying for the name he ultimately chose. Once they launched the new brand, their retail partners praised them for a name that customers found unforgettable. The name was distinctive and easy to pronounce, making it memorable. Retail locations enjoyed telling customers that it could be spelled the same way forwards and backwards.