How Biography Names Its Products

Biography is personal. It is to me and I want it to be that for you. More than pretty packages or quality in bottles— Biography is a relationship. What's the first thing you do when you meet someone? Learn their name. In a similar way, I want our products to offer you a handshake. I want Biography to build a connection with you and become great friends.

Yes. With YOU.

A Real-Life Anecdote

What’s in a Name? Turns out, everything.  

Funny story. Before they even had the chance to try “Petty Grudges” Repair Face Oil, Goop wanted us in their Holiday Gift Guide. The email read, "The name 'Petty Grudges' has us intrigued—what’s the story? Can we include it?" Not only did the name spark curiosity, but it also opened the door to a pivotal business opportunity for our new brand. That’s the power of a well-chosen name (thanks West).

Function, Audience & Process

At Biography, a name serves dual functions, written in two words. These names not only describe what the product does but also call out to its intended user. Take "Few Words Shave Drops" for instance—it speaks to men who don't want to spend hours on grooming, and also pokes a little fun at the 'strong, silent’ stereotype.

Or …Scent Can Tell a Story

"First Edition" Hand and Body Wash isn’t just another version of its luxe counterparts.  It’s the ‘first’ of its kind in many ways: the first for us in body care, and a one-of-a-kind exfoliator and moisturizing cleanser.  The scent? I met a French “Nose” during my time at Cartier who left quite an impression.  I knew right away that a “Nose” of this calibre had to develop the clean transparent scent reminiscent of a cathedral library with its leather bound books, panelled walls and notes of woods, flowers and herbs.

Naming a product is a collective effort that includes head of brand Adrianne De Loia , venture partner Allison Light, and the entire team. We engage in an extensive, structured naming exercise that can stretch across several months, refining and redefining until we hit the sweet spot.

With a short-list of potential names, we then embark on the often-tedious journey of a trademark search to avoid any potential conflicts. Once we confirm the name's uniqueness and freedom from infringement, we protect it by registering the trademark.

Beyond Letters and Sounds

To us, design isn't just a visual decision. It’s about how the product feels in your hand, how it looks on the counter, what it's called. Our goal is to look, feel and sound like the person who is Biography.  I want our products to fit into your life as naturally as a good friend or your favourite song.

So. What's in a Name?

For emerging brands like Biography, it’s everything. A name is more than a label on a bottle—it's a handshake, an introduction, a promise. Shakespeare may have debated the importance of a name.  But for me, it’s the first impression my brand makes with you, and you only get one shot at those.

-LT