{"id":2014,"date":"2021-05-30T18:34:16","date_gmt":"2021-05-30T21:34:16","guid":{"rendered":"https:\/\/latte.com.br\/?p=2014"},"modified":"2025-08-01T20:33:03","modified_gmt":"2025-08-01T23:33:03","slug":"por-que-latte-saiba-como-foi-a-criacao-de-naming","status":"publish","type":"post","link":"https:\/\/latte.com.br\/en\/por-que-latte-saiba-como-foi-a-criacao-de-naming\/","title":{"rendered":"Why Latte? Find out how the naming was created"},"content":{"rendered":"
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Some customers and partners ask me: why Latte? To satisfy your curiosity, I will explain how the creation of naming<\/strong> of the agency, whose process can serve as a reference for any company.<\/p>

\u00a0<\/strong><\/p>

Who are we?<\/h3>

Before we start a\u00a0brainstorm<\/strong> Of the possible names, it was important to reflect on who I would like to be. Back in 2009, my conclusion was:<\/p>

  • Being a flexible agency that can create different types of projects, of all styles.\u00a0<\/li>
  • We will be the client's partner, not only collaborating with design but also with business vision.<\/li>
  • We are young, energetic, thirsty for challenges.<\/li><\/ul>

    \u00a0<\/strong><\/p>

    But how is the market?<\/h3>

    Now is the time to analyze the competitors, in our case, the\u00a0design agencies<\/strong> and advertising in Brazil, with a greater focus on S\u00e3o Paulo. I detected 3 very obvious name paths:<\/p>

    • The super cool ones, with no direct link to design where some border on the\u00a0nonsense<\/em>;<\/li>
    • Acronyms or proper names;<\/li>
    • And the most generic or obvious names.<\/li><\/ul>

      \u00a0<\/strong><\/p>

      Brainstorm<\/h3>

      O\u00a0brainstorming process<\/strong>\u00a0It's very free and spontaneous. As this is a very open area in name creation, the paths that emerged were: words linked directly to the\u00a0design<\/strong> or agency work, words linked to essence or personality, adjectives, metaphors, onomatopoeia, neologisms\u2026 and so on!<\/p>

      \u00a0<\/strong><\/p>

      Naming, the great choice!\u00a0<\/h3>

      Among dozens of options, I chose Latte<\/strong>. Latte means milk in Italian. It also means coffee with milk. Exploring their meanings:<\/p>

      • Milk: <\/strong>nutritious, basic, neutral food.<\/li>
      • Coffee: <\/strong>energy, strength, personality.<\/li><\/ul>

        \u00a0<\/p>

        Refining the name concept: we are a\u00a0multidisciplinary agency<\/strong>\u00a0neutral, that together with the client\u2019s \u201cingredients\u201d (essence, positioning, products or services, etc.), we transform ourselves and generate any \u201crecipe\u201d (project):\u00a0branding, print, digital, signage, packaging,<\/strong> from the coolest to the most conservative, from any area of activity in the market. A very flexible and energetic team!<\/p>

        Other important technical details:<\/p>

        • Be a short name, easy to say and write;<\/li>
        • We managed to register a domain (URL) easily;<\/li>
        • There is no company with the same or similar name at INPI in the same category of activity;<\/li>
        • There is no company with the same name and area of activity in the general search on Google, Bing, etc.<\/li><\/ul>

          \u00a0<\/p>

          Perfect! That\u2019s how the name of the agency came about!<\/p>

          I hope it inspired you to create the name of your new company or project. Or maybe even review the current name you use. If you need help, you can count on me!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

          In this post I will explain how the agency's naming was created, the process of which can serve as a reference for any company.<\/p>","protected":false},"author":1,"featured_media":1987,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-2014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vitamina"],"_links":{"self":[{"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/posts\/2014","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/comments?post=2014"}],"version-history":[{"count":25,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/posts\/2014\/revisions"}],"predecessor-version":[{"id":3709,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/posts\/2014\/revisions\/3709"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/media\/1987"}],"wp:attachment":[{"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/media?parent=2014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/categories?post=2014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/latte.com.br\/en\/wp-json\/wp\/v2\/tags?post=2014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}