Cherrytree Bakery - Name generation

Part of the brief was to create a new name to business which took into consideration and would be representative of the brand itself as well as the brand values. Therefore I began to think of ways in which business could be named. As the business was already called Cherry tree bakery, I wanted to steer clear of anything to do with fruit, cherries in particular, as this new business venture needs to be more sensitive of the business itself rather than the pre-existing business.

Therefore I decided to note down the different key values aspects of the business that should be taken into consideration, in order to give me a creative direction of where to start naming the business.

Key Values:

• Premium products that supply to a b2b market.
• Remains independent and family run.
• Quality and tradition.
• Joined supplying for the coffee shop revolution.
• Prides themselves in artisanal creations.

 The key values from the brief and the business world identified within previous research. The roots of what the business do they create premium artisan products. Meaning of Artisan being, made in the traditional way using high-quality ingredients. Which led on to the next key value of the brand being quality and tradition, as the brand remains an independent family run business, with the same family at the helm.

Features here that I wanted to focus on was the fact that the business was still family run, and was focused around artisan methods. Therefore I decided to do small research into the way that the brand is run, more specifically who is running it.

Website

From the website, I gathered that the Entwistle family are running the business, therefore I was considering using the family name within the rebrand this would allow for the representation of the traditional values that seem so important throughout the current brand. By reverting back to the family name to the original branding of the new business it also makes B2B business or personal experience, something which relates to the research I've previously done on the industry itself. Other brands of possibility through the use of the name, and a mix of visual identity. Therefore the way in which the name is mixed with other wording will be considered.

To be able to begin the process of deciding on a name I decided to create a list of possible names:

• Entwistle's tradition
• Entwistle's table
• Entwistle's Bakehouse

The use of tradition within the first exploration reflects back on the idea of the traditional methods in which the products are made.  This also complements the name as it's taking it back to the family tradition of running itself. The use of 'table' is within the second idea is a play on the perception of where the figures come from itself, in order to create the feel of the products are being created coming directly from the family use of 'table' takes audiences mind into the kitchen of the family  themselves, therefore creating an illusion of the family themselves creating products that are being made, and therefore be found on their own table. The use of the word 'bakehouse' within the final idea explores an alternative to the bakery. through the addition of the word house, the name is instantly given a more homelike feel, rather than a factory feel. Therefore once again representing the Artisan methods in which the products are created and the family-run business' values. Before selecting which name to go with, I decided to get critique and develop the idea accordingly.