Branding for the salt of the earth. Name Iteration process to arrive at the Brand Name - 'Ekatra'. 'Business Design for Social Impact' diploma project. The project involved developing a business plan, business strategy, marketing strategy, branding and packaging for the sale of salt. The salt is hand-crafted in the Little Rann of Kutch, India, by the Agariya community. The designed branding aims to enhance the hand-crafted quality of the salt; To highlight the beauty in its irregular form - beauty in its imperfection.

2. 80
Conceptualisation
Naming
Process
Word-association Map
Initial Name Options
• Anivarya
• Fundamental
• Kutch Khar

3. 81
Word-association Map - Hand-made Word-association Map - Flavour

4. 82
Word-association Map - Kutch Word-association Map - Raw

5. 83
Conceptualisation
Naming
Process
Second Round of Name generation
Name options from second round of word mapping
• White Nest
• Desert Harvest
• Ekatra
• Aaswad

6. 84
Conceptualisation
Naming
Process
Final Name Options
Ekatra
Language: Gujarati, Marathi, Hindi
Meaning: Collecting, collected, together
+ Easy to pronounce
+ Easy to understand
+ Strong Story
- Doesn’t relate to a food related product
- Maybe difficult to pronounce for
international market
“I relate it to the number one.”
“Its fun to say!”
Anivarya
Language: Gujarati, Sanskrit, Hindi
Meaning: Indispensable, Essential
+ Sense of Mystery - (not common)
+ Aligned with values of the product
+ Association with Indian culture
- Not sure what the product might be
- Sounds like Anniversary
- Not too easy to pronounce
“I would want to know more about it.”
“It sounds like something new”
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7. 85
Naming
Process
Final Name Options
Desert Harvest
Language: English
+ Strong story
+ Oxymoron - sense of mystery
+ Easy to pronounce
- Sounds like a crop/farm related brand
- Existing company name
“It sounds intriguing. What gets harvested in
a desert?”
“I think it would be dry and bland.”
Kutch Khar
Language: Hindi
+ Easy to understand
+ Communicating location
+ Fun to say
- Sounds harsh
- Very literal
“It reminds me of ‘khara’ which means
brackish.”
“I think of Khar in Mumbai.”
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