The Need

When we created multiple product tool names for Bernzomatic’s new line of campfire torches, we asked lots of questions, studied the market and developed a naming brief. ​We understood the need for an aspirational umbrella name that extended across the entire family of tools, as well as the need for more descriptive, intuitive names for each individual device in the family. We developed and pre-screened dozens of names for trademark and web hits. We then presented the results with tag lines and rationale. 

The Names

We developed the Trailblazer product family name to capture the aspirations & sense of adventure many campers embrace. We then developed a suite of individual product names like Explorer, Extender and others that related to the key differentiators of each individual device.