This is the first in a series of posts that let you behind the curtain to see what we do for our clients, from branding to e-commerce, and beyond. Many thanks to our friends at Hatari for letting us share their client story with you.

Our client Hatari sells their own line of hot sauces online, while also operating a hot foods e-commerce website they acquired called Uncle Big’s Fiery Foods. They asked for Uppercut’s help to rebrand and rebuild Uncle Big from the name up.

The first step with any naming project is to look at how a client’s competitors are marketing themselves. The highest ranked online stores with product selections comparable to Uncle Big had sound-alike names like Hot Sauce World and Hot Sauce Emporium. Knowing this gave us two directions to explore: follow the trend or differentiate.

Following the trend, our list of potential names (with available domain names) included candidates like Hot Sauce Central and Hot Sauce Inferno. Side-by-side with the competitor names, these blend right in. Which can be good, if you want to leverage the understanding consumers may have of similarly named offerings… but can be bad if you consider the risk of blending in, or appearing unoriginal.

We decided that our client would benefit most from differentiation. And since their new website would feature product categories like hot spices, rubs, and extracts, a more all-inclusive name shouldn’t include the words “hot sauce” at all.

A new list of names and domains was brainstormed, and then we mercilessly culled that list by applying these two beliefs:

1. A brand’s name should do something to attract, intrigue, or explain.
2. A brand’s name is an opportunity to establish the direction for all marketing that will follow.

That left us with a handful of viable heat-themed names. The two strongest options were presented to the client, and within a day they chose one to move forward with: Hungry Volcano.

With a great new name squared away, it’s on to the next step: visual identity!