What is in a name? The question above was raised so famously in Shakespeare’s “Romeo and Juliet”. In that prose, the conclusion was that the name did not matter. For a coffee brand, on the other hand, the name can make a big difference. We started exploring this business idea with the name “Muertas Coffee”, which links to the Mexican culture that seeps through the South West. “Dia de los Muertos” is a very important cultural element of traditional Mexican culture, and has very well developed imagery and feel. That imagery can be earthy and rich, which reflects some of coffee’s qualities. The brand name also has to have an image which can evolve over the years and is easily recognizable from afar. When you think of the strongest brands, Golden Arches, Nike Swooshes, and even a green circle with a siren come to mind.
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