Smart and cool packaged food names like Late July

When I first wrote this I had been meaning to blog for weeks but kept running into only bad names – and I had been reluctant to put my black hat on too many of them. ThenI was served in the bank by a lovely lady named April and was very tempted to ask her if her sisters were called May and June. Thereafter I went to the supermarket and found Late July new organic chips on an end cap shelf and I broke down and bought a bag as my treat of the week.

Whenever naming packaged food products I encourage customers to please think outside the bag. Doesn’t always work because they are so enamored by what they have concocted in the kitchen (or lab) they just want to describe it somehow. Others, like Nicole Dawes here, realize a new brand name, which will subsequently have many products or flavors, is really needed. Since she gets so many questions about the name, she has made up a great feel good story about that being the perfect time in summer for family relaxation. Well maybe, but the cynic in me wants to say, hang on, what about those people in mid winter in Australia? Or the people burning up in a long, hot summer in Phoenix?

LateJuly_Packaged_Food_NamesAnd, of course, the fact that her birthday is on July 31st is purely coincidental 🙂 Anyway she has some great product names and packaging as you can see here.

I wonder if there is no vinegar in her sea salt flavored chips because her kids are a key part of the taste and flavor development process? This is my only disappointment since though her chips are all super healthy and have no sugar, all those carb heavy snacks turn to sugar fast in my diabetic system. And sour ingredients, like vinegar, mitigate the sweetness dramatically. I can even see the difference in my blood sugar readings. But the kick of vinegar is an adult taste unfortunately.  Hmm vinegar and sea salt… fond memories of fish and chips.


© 2015 – All rights reserved –

Posted in Branding, Consumer Goods, Food Names, Trademarks

Naming Articles

New brand insider articles from an experienced marketing team. Learn all the basics of naming, branding and trademark registration from these free reports:

August 2016: How to select a naming agency.

July 2016: How to get International Trademark protection.

March 2016: You received a cease and desist letter. Now what?

May 2015: How can one product line have many trademarks?

Jul 2014: What roles do copyrights and patents play in protecting names?

Jan 2014: Predictions for 2014 and Free Offers.

Our naming gurus follow and comment on current naming practices worldwide.

See the latest Name Critic ratings for names like Skype, Pinterest, Etsy, etc.

Follow @namiac on Twitter

Linked In

Share this page on LinkedIn:

See his industry naming commentary (where he takes a critical look at names) via the blog on this site