New Product Naming | To help Kraft Foods introduce a new kind of food product, created a collection of brand names that inspired consumers and internal teams to imagine new possibilities.
As Kraft Foods moved toward market testing of an innovative new category of product that allows cooks to make simple, flavorful, home-made dinners any night of the week, I directed a product naming process that resulted in a range of exciting brand names organized as thematic “dig sites” that offered rich marketing and messaging potential.
Work performed with Catapult Thinking.
Verbal Branding + Content + Food Writing 