Herman Miller’s Mirra

The Need

Herman Miller needed a name for a new office chair. The chair was designed with the human body in mind, offering a wide range of ergonomic features. The name needed to be short, preferably a single word. It needed to support an upscale, more premium brand positioning. It also had to reflect the unique ergonomic design that differentiated this chair from competitive offerings. Finally, it needed to work well around the world.

The Process

NameStormers listened to over 20 key Herman Miller professionals in sales offices around the world, soliciting their feedback after each round of creative naming. NameStormers was particularly interested in comments on potential linguistic problems, contemporary usage issues or cultural concerns, which were then combined with NameStormers’ own trademark screenings.

The Name

Mirra, derived from mirror, leveraged the idea that the chair mirrored the movements of the body and joints. Mirra also came from the root “mira” as in “miraculous” flexibility, comfort and durability. It has proven to be a distinctive and memorable name around the world.