How to Find a (Cool) Brand Name
We are often asked how our brand name came about.
We wanted the name to reflect our DNA, multicultural heritage and love for the ocean. TONARI means “neighbour” in Japanese, reflecting the origins of one of us.
And the ATLANTIC coast is our collective home base - where we surf, dive and find inspiration.
Here’s our process in short:
Brainstorm: Write down all your spontaneous ideas around questions like:
Who are you, what is your personality as a brand?
What’s your story?
What are your values?
What’s your big idea?
Don’t look at what others do. Comparing will only throw you off course. You’ll want a name that is truly yours and you can stand behind.
Find words that reflect your values and business direction to guide you in developing your name; it will help you attract the right clients and like-minded collaborations.
