This document provides 14 potential names ("Preferred Names" and "Reserve Names") for a plant-based protein snack company. The preferred names are described in 1-3 sentences each, highlighting key meanings and associations relating to freshness, health, and natural or farm-sourced ingredients. Traits like memorability, recognition, and appeal to millennial consumers are also discussed. The reserve names are simply listed without descriptions.

1. Whole Foods Project Green:
Preferred and Reserve Names
1
May 17, 2017

2. 3
2
Grace Farms
This name candidate is a statement to a meal that you can trust to be elegantly crafted,
fresh, and healthy with a balanced nutritional value. Grace is also a personality brand
which tests well for unaided recognition and recall. Other cues include graceful, elegant,
classic and quality without compromise. Grace Farms is a name that speaks to a a plant
based protein enriched snack that you can grab and go with the freshness you would
expect from farm grown produce.

3. 3
3
Market & Quince
The first word of this name candidate ‘Market’ suggests a quick stop at a corner market
that offers the convenience for a health conscious consumer to pick up a delicious snack
that they know will be fresh. ‘Quince’ is a hard pear-shaped fruit that is native to
western Asia. Quince brings a well sourced global flavor to the flexitarian’s way of
eating. The name also connotes a meeting place or intersection of two streets in San
Francisco. This name cues well to healthy, convenient and escapism. Subtle inference to
‘quick’ can also be seen in the word ‘Quince.’

4. 3
4
Nest & Spoon
‘Nest’ suggests a beginning or sourcing from a natural perspective. Spoon is telegraphic
to the food offering. This name imbues a whimsical association that is both aspirational
and original. This name candidate speaks to the striving nutritionist and the importance
of eating a balanced, nutritious meal.

5. 3
5
EarthMill
One might imagine a family owned mill that is still run by water power to grind grains
and flour, the cornerstone ingredient to making healthy meals. You can also see the word
“Earth” within this combined word that signifies the actual act of turning the soil to
plant.

6. 3
6
Madewell Farms
A name candidate that speaks of food being ‘made well’and delicious. ‘Farm’ reminds
the consumer that this is a product that is fresh and natural. An honest food that tastes
great and is sourced from the very best ingredients. Other cues include quality, naturally
sourced, farm grown and artisanal.

7. 3
7
CropShop
This name offers strong alliteration which leads to excellent recognition and recall. The
rhyming of the two word parts (op – op) create a fun, clever aural aesthetic. Crop
alludes to farm sourced freshness while ‘Shop’ suggests a corner shop or market
association. One thinks of a family grown ingredient which is healthy and suggestive of
the positioning strategy.

8. 3
8
Fresh & Zest
This playful, whimsical name candidate evokes associations of freshness, flavor, savory
and tasty. The use of the ampersand in this name as well as several other preferred
name candidates tests well with the target Millennial demographic. Other cues include
quick, snappy, aroma and crispness.

9. 3
9
Pickfield’s
This name candidate that speaks to plant based food being picked fresh from the fields.
‘Fields’reminds the consumer that this is a product that is fresh and natural. An honest
food that tastes great and is sourced from the very best ingredients. Other cues include
fresh, naturally sourced, customized and farm grown.

10. 3
1
Planterra
This name candidate speaks to the consumer that wants to live a healthy lifestyle by
eating plant-based snacks and meals. You can also see the word ‘bonterra’in the ending
of this name which is a word that means “good earth”. Terra alone cues earth along with
‘terra firma.’

11. 3
1
Green Hill
This name candidate suggests a rural farm destination; perhaps somewhere you may
travel to source quality plant based foods. The name also is a statement to a meal that
you can trust to be fresh and healthy with a balanced nutritional value. Green Hill is a
name that speaks to a a plant –based protein enriched snack that is at it’s peak freshness.

12. 3
1
Field & Fork
‘Field’ conjures thoughts of open fields and suggests eating fresh plant based foods.
Fork is telegraphic to the food offering. This name imbues a farm to table association
that reminds the consumer of the freshness of ingredients. Fork & Field speaks to the
striving nutritionist and the importance of eating a balanced, nutritious meal. The
inclusion of the two words beginning with the letter ‘F’ support strong alliteration and
memorability.

13. 3
1
Tablefield’s
This name candidate speaks to the concept of the farm to table movement of fresh and
farm raised foods. ‘Field’ suggests eating fresh plant based foods that are picked from
the farm and served in a delicious plant-based nutritional product. The possessive ‘s
suggests a family name giving this word a personality of sorts.

14. 3
1
Vivity
This name candidate speaks to the curious connoisseur and their passion for life and
sense of adventure. ‘Vive’ is French for live and you can also see ‘longevity’within this
energetic name. Both signify the healthy life that a consumer that focuses on snacks with
fresh ingredients can expect. Other cues include longevity and sincerity.

15. 3
1
Market Cut
The first word of this name candidate ‘Market’ relates to the convenience (The Corner
Market) for a health conscious consumer to pick up a delicious snack that they know will
be fresh. ‘Cut’ refers to the freshness of a product that has been recently cut from the
farm. ‘Cut’ can also signify the ability to purchase a quick snack on the go. Strong
alliteration with the hard ‘c’ sounds accentuate the crisp intonation of this moniker.

16. 3
1
GreenStreet
Similar to Green Hill, this name candidate takes us to a local meeting place to source
fresh green produce. Unlike Green Hill which suggests a rural destination or farm, this
name evokes a corner grocery feel with the imagery. As a location brand concept, this
will test well for recall and recognition.

17. 3
1
Terrado
Terra suggests of the earth. The -ado suffix connotes a subtle nod to Colorado giving this
neologism a feeling of healthy, Midwest, country goodness. As a crafted word, this name
has excellence linguistic structure and balance, along with strong alliteration leading to
excellent unaided recall.

18. 3
1
Farmony
This crafted hybrid neologism is an obvious play on the words 'farm' and 'harmony.' As
with most musical associations, 'harmony' will test well for readability and
pronunciation. The name cues healthy, green, earthy, accord, amity and strong
relationships.

19. 3
1
Verve
This real word suggests energy, excitement and a spirited, evocative association. The use
of the two 'V's' in this name lends well to a strong visual aesthetic. Interchangeable
word associations include spirited, young, stylish, artsy, new, light, vim, vigor, pep,
energy, zest, vigor and élan. Verve is derived from the Latin root word verba, meaning
words, and in English, originally meant a special talent in writing.

20. Reserve Names
2

21. 3
2
FieldSnap’s

22. 3
2
RealFields

23. 3
2
MillGarden

24. 3
2
Just Fresh

25. 3
2
EverFields

26. 3
2
Sayvora

27. 3
2
Farm & Flavor

28. 3
2
Joyfield’s

29. 3
2
Earth & Table

30. 3
3
FreshCut Farms

31. 3
3
Heart & Garden

32. 3
3
Blossom & Board

33. 33
BrandAcumen.TheGlobalLeaderinConsumerProductBrandNameDevelopment.
http://www.brandacumenstudios.com
CONTACT:
william.smith@brandacumenstudios.com