Playing The Name Game

What’s in a name? Ideally a lot, especially when it comes to marketing and branding.

Such was our task when we were enlisted by two entrepreneurs to help develop a name and brand strategy for their new business in the Paso Robles wine country.

Daniel and Corinne Appelbaum had a magnificent business idea that aimed to meet a growing niche on California’s Central Coast: personal wine storage. Better yet, they weren’t going to create a cold, impersonal storage facility, but rather a welcoming environment that included a customer wine lounge with a gaming table, flat-screen television, surround-sound stereo and more. 

Complicating matters, however, was the fact that there was a second component to the business plan—shipping and fulfillment for local wineries. Therefore, focusing on the word “storage” would only tell half the story.

So what to name this special place? Our winning creation was Safe Haven Wine Services.

The word “safe” evokes positive emotions on two relevant fronts: (1) keeping your wine safe from harm amid optimal conditions; and (2) keeping your wine in a physical safe, or fortified facility. The word “haven” fits the company’s unique emphasis on providing a sanctuary for personal wine tasting and entertainment. Also, the use of “services” instead of “storage” keeps the door open for the other side of the business. Best of all, Safe Haven Wine Services is catchy, concise, distinctive and memorable. 

In addition to developing the company name, we wrote the core branding content that can now be viewed at www.safehavenwineservices.com.

Telling The Susie Q’s Story

More than a year ago, we developed a brand storytelling strategy for Susie Q’s Brand, the original maker of artisan foods capturing the flavors of Santa Maria Style Barbecue.

While Susie Q’s Brand was founded in 1981 and had enjoyed steady success, proprietor Susan Righetti recognized that the brand’s story would benefit from updating.

Mooncatcher identified three key messages that needed to be brought to the forefront of the Susie Q’s story: (1) the remarkable uniqueness and authenticity of the products; (2) the sense of place behind the products, including the Santa Maria Valley’s relatively recent emergence as a wine country, which adds contemporary credibility to the local cuisine; and (3) the role of Susan Righetti as the true face of the brand, a real person dedicated to advancing the tradition of Santa Maria Style Barbecue.

Our words now serve as the foundation of the Susie Q’s Brand story, and can be viewed on the company’s new web site at www.SusieQBrand.com