1. WASOWSKI GLOBAL
INNOVATION. ALWAYS.
Name: Kaela Vatn (Cool Water in Icelandic)
The name took its inspiration from the idea of simply turning
certain words that link to water into a different language. This
gives it a sense of originality and sophistication. Because of its
easiness to pronounce, and its connotations of ice and cold
(refreshing, cooling), I chose Icelandic as the language to translate
them to. Kaela was a word which jumped out at me but didn’t
sound sufficient enough to be a genuine brand name. Added on
the end was originally “water” but this took away the impact of
the Icelandic word that preceded it, so I instead used
the Icelandic word for water: vatn.
Slogan: Iced water, please.
The slogan uses the smart advertising technique,
discarding a descriptive or overly expository wording
and instead utilising a phrase used when ordering a
water anywhere. The slogan, despite the smart
technique in it, is actually universal, since it is a well-
known phrase used by many people.
