ABD - Colours and Name

After I had come up with the initial broad plans, it was time to channel those into the rest of the project. This notably included coming up with a product name and brand colours.

Colours

These were all selected digitally so that I could have an objective reference for exactly what colours I was using, and I could use the hex code universally across the brand.

I settled on a turqoise and purple primary colour scheme, with an additional secondary colour scheme specific to each flavour.

I chose the turqoise/purple colour scheme as they complement each other and seem to be colours already loosely associated with ice cream (based on some basic research into colour palettes used to connote ice cream).

The primary colour scheme I picked.

These are the two colours I picked for the peach and basil flavour, for fairly obvious reasons. I was hesitant to include a secondary colour scheme similar to the primary one, but I made sure that the two were different enough.

These are what I picked for the charcoal honey flavour. The colours fit the visual connotations and don't clash with the perennial primary colour scheme.

This is the colour I chose for the peanut butter flavour. I didn't think it warranted two colours like the other flavours.

Name

I also needed a name for the product. It went through a few iterations, but I eventually settled on one I was happy with. An early name I considered was 'Not For Them'.

Not For Them

It adds exclusivity and makes it unique without seeming like it's a pandering company. Not targeting you like a lot of companies, just eliminating the others. The consumer decides if they're the target or not, which makes it both individual and elusive without being too elitist or too pandering.

However, there were a few problems with this. It could come across as too divisive or aggressive, turning some people away. It could even be seen as a little socially divisive, which, although not the intended effect, should still be avoided just in case. But the much bigger issue is that it said nothing about the product, there was no way of telling what the product is from the name. Fine for a big company whose product names are now synonymous with the products they sell (everyone knows what a Magnum or a Cornetto is, despite the superficially meaningless name), but that wouldn't work for ABD.

Eventually, I started considering making something out of wordplay with the words 'Dairy/Daring'.

Be Dairing

It sounds good, but it might not work since the product is dairy free.

Dairy Daring

Fixes the previous issue, but it's unclear how to pronounce it and isn't universally easy to understnd or use. (EDIT: this lack of universal use is highlighted in how, when publishing this, the formatting is erased. The 'Dairy' in the name is crossed out, but that strikethrough evidently doesn't show up in the published version.)

No Dairy, All Daring

No confusion, same message, could go by NDAD for short. But it's a little long and just doesn't have the same ring to it.

Dairing Taste

Has similar connotations, captures what the product is well enough, good ring to it, and it could even imply that the product is dairy free by specifying that it tastes like dairy, rather than being dairy. Ultimately I decided to go for Dairing Taste as the final product name.