Brand Strategy Report
A complete brand strategy for a technology company that builds calm, simple, and honest apps — designed to give people their time back.
01 — Name Exploration
Warmth · Belonging
Short for kinship — human bonds, family, and belonging. Evokes warmth without sentimentality. Timeless, global, impossible to mispronounce.
Clarity · Invented
Invented, calm, and soft. Sounds like "be me" — an invitation to be present as yourself. No baggage, globally pronounceable, easy to trademark.
Simplicity · Reduction
"To pare" means to strip away excess. Signals the philosophy in a single syllable. Clean, confident, and deliberately minimal — just like the apps.
Light · Clarity
From "luminous." Technology as a source of light, not distraction. Feels gentle, feminine in the best sense, globally familiar, and beautiful in print.
Honesty · Philosophy
A word that means everything: honest, real, accurate, loyal. Philosophically rich yet devastatingly simple. "True Chat" needs no explanation.
Flow · Nature
The bora is a cool, gentle wind from the north. Evokes calm movement, breath, and clarity. Short, memorable, and unusual without being strange.
Sun · Solitude
Latin for "alone" and echoes of the sun — solitude as something beautiful. Represents time for yourself, warmth, and gentle focus.
Nature · Small · Mighty
A wren is the smallest bird with the loudest voice — a metaphor for tools that are tiny but powerful. British charm with global appeal.
Focus · Reduction
Derived from "narrow" — the art of narrowing your focus to what matters. Signals intentional simplicity without using the word "simple."
Presence · Warmth
"To bask" is to rest and take pleasure in warmth. Technology that invites you to be present, not anxious. Joyful, monosyllabic, and utterly memorable.
Sea · Calm · Ancient
From Latin "mare" (sea). The ocean as a metaphor for depth, calm, and natural flow. Works across many cultures and languages beautifully.
Safety · Care
To be held is to feel safe and cared for. Unusually human for a tech brand name. Evokes trust and security without using either word.
Navigation · Stars
A constellation and Latin for "sails." Technology as a compass, not a cage. Guiding you gently toward what matters without pulling you off course.
Calm · Philosophy
"Be still." A word that is both an adjective and a command. Directly challenges the noise of modern technology. Radical simplicity in its name alone.
Invented · Strong
Invented name with a sense of quiet confidence. Sounds like "cove" (shelter, safety) without being literal. Clean, trademarkable, unique in the market.
Purity · Clarity
Latin and Spanish for "pure." Recognisable across Romance languages. Signals honesty, transparency, and nothing hidden — the company's entire philosophy.
Nordic · Quiet · Rare
A rare Scandinavian name meaning "beautiful thunder" — power held quietly. Nordic minimalism as a brand promise. Highly distinctive in tech.
Grounding · Real Life
Technology that keeps you grounded. Connecting back to what is real, to people, to nature. A direct contrast to "the cloud" and everything abstract in tech.
Presence · Depth
"Dwell" means to live somewhere, to stay, to inhabit. Technology that invites you to dwell in the present rather than scroll past it. Quietly profound.
Fresh Start · Hope
"Anew" means again, but better — to begin fresh. An invitation to use technology as a reset, not a trap. Simple, poetic, and quietly optimistic.
02 — Mission
We build technology that knows its place. Our apps do one thing, do it well, and then get out of your way — so you can spend more time in the world that matters: with real people, real thoughts, and real life. We believe that the best technology is the kind you barely notice, and the most powerful thing a screen can do is ask you to put it down.
03 — Voice
04 — Identity
The palette should feel like early morning light — quiet, honest, and unforced. Avoid saturated UI colours entirely.
The strongest candidates from this list are Kin, Pare, True, and Still — each is a complete philosophy in a single word, works beautifully as a prefix, and signals the company's values without explanation. Kin is the top recommendation: universally understood, warm, and human at its core.