{"id":32497,"date":"2022-10-21T06:00:00","date_gmt":"2022-10-21T11:00:00","guid":{"rendered":"https:\/\/freshcup.com\/?p=32497"},"modified":"2023-09-05T00:07:53","modified_gmt":"2023-09-05T05:07:53","slug":"a-rose-by-any-other-name-what-to-call-your-coffee-company","status":"publish","type":"post","link":"https:\/\/freshcup.com\/a-rose-by-any-other-name-what-to-call-your-coffee-company\/","title":{"rendered":"A Rose by Any Other Name: What To Call Your Coffee Company"},"content":{"rendered":"\n

\u201cThat which we call a rose, by any other name would smell as sweet.\u201d That famous line comes to us from the Immortal Bard, William Shakespeare, in the classic Romeo & Juliet<\/em>. Yet, despite the question of what\u2019s in a name, the journey from conceiving a coffee company to finding a name you love can feel long and arduous and mistakes catastrophic. The truth is, a name defines who you are: the ideas, sensory memories, and assumptions that will arise in the mind of those who hear about you.<\/p>\n\n\n\n

With so much wrapped up in a name, how can coffee companies choose? We talked to the owners of four coffee companies to find out how they chose their names and what advice they have to offer those making such a critical choice. <\/p>\n\n\n\n

Chromatic Coffee: Sensory & Layered<\/strong><\/h2>\n\n\n\n

Based in San Jos\u00e9, Chromatic<\/a> started in 2012 to offer top-quality direct trade coffees while prioritizing the dual ethos of innovation and tradition inherent in the Bay Area, says Hiver van Geenhoven, Chromatic\u2019s president and green coffee buyer. <\/p>\n\n\n\n

When how the founding Chromatic team chose their name, van Geenhoven shared the definition of the word: <\/p>\n\n\n\n

1: of, relating to, or giving all the tones of the chromatic scale<\/em>
2: of or relating to color or color phenomena or sensations<\/em><\/p>\n\n\n\n

\"\"
Chromatic Coffee<\/figcaption><\/figure>\n\n\n\n

\u201cIt\u2019s done an amazing job encompassing our goals and mission,\u201d he says. \u201cWe use the terminology of both color and sound frequently in the world of coffee: low-toned<\/em> Brazilian offerings, high and bright<\/em> geshas. We deliver a wide scope of flavors, processes, origins, and varieties. We run the gamut of all that\u2019s possible in coffee through our purchasing practices and offerings\u2014and we keep broadening the spectrum with more exploration.\u201d<\/p>\n\n\n\n

To van Geenhoven and his team, the meaning they\u2019ve associated with their name is \u201ccomplex and layered. It\u2019s what we live by, from the product to the people who produce it at every stage, seed to cup, to the people we involve in sharing it, the craftspeople whose products we offer, the artists who design the bags, the musicians behind videos and events, and the baristas.\u201d <\/p>\n\n\n\n

Choosing their name wasn\u2019t an easy decision. \u201cWe wanted something that would have relevance and longevity,\u201d he says. \u201cWhen San Jos\u00e9 artist, musician, and sign-painter Ben Henderson pitched \u2018Chromatic,\u2019 it initially felt like a compromise but quickly became a favorite.\u201d <\/p>\n\n\n\n

His tips on choosing a name for those just getting started? \u201cDon\u2019t do what everybody is doing.\u201d As examples of trend-based names, he lists the \u201csuper punny 90\u2019s style java\/addict theme\u201d and the 2000s \u201campersand\u201d trend. \u201cJoking aside\u2014make it yours,\u201d he says. \u201cHype fades, trends pass, but your love for coffee should only grow and deepen over the years. Communicate something about who you are and what it means to you to serve coffee, and the significance will resonate.\u201d<\/p>\n\n\n\n

Vignette Coffee: Bringing Intention to a Moment<\/strong><\/h2>\n\n\n\n

Mandy Spirito is the co-founder of the newly launched Vignette Coffee<\/a>, a roastery-caf\u00e9 founded by coffee veterans Spirito and Michael Harwood. \u201cAs baristas, educators, roasters, and green buyers, we\u2019ve experienced highs and lows in the specialty coffee industry,\u201d Spirito says. \u201cThrough this lens, we\u2019re working hard to create a welcoming space for coffee professionals\u2014one that invests in people, pays a living wage with benefits, and stays true to our core: practicing kindness to all with quality coffee.\u201d<\/p>\n\n\n\n

\"\"
Chromatic Coffee<\/figcaption><\/figure>\n\n\n\n

Spirito didn\u2019t take the naming process lightly. \u201cWe researched different types of brand names and actual company names in coffee and related industries. We asked ourselves what our company\u2019s name should convey in terms of literal meaning, but also emotionally,\u201d they said. <\/p>\n\n\n\n

\u201cBuilding three lists (YES \/ NO \/ MAYBE) helped us stay organized as we pitched ideas to each other, most bound for the NO list.\u201d They followed every possible YES with extensive Google and trademark searches, which knocked out several top contenders. As the list whittled down, they solicited reactions from close friends and family, mostly through quick messages and polling. <\/p>\n\n\n\n

\u201cWe found it important to seek opinions from coffee professionals and casual coffee drinkers alike,\u201d they say. \u201cAfter combing through all the reactions, we settled on Vignette. We love Vignette because it speaks to bringing intention to a moment. Life isn\u2019t lived as a series of notable events, though it can be made to feel that way. We see life being lived in the small moments, like cups of coffee.\u201d<\/p>\n\n\n\n

Selecting a name was one of the more challenging decisions they made as a team. \u201cWe had a few contenders before Vignette that were either taken by existing companies or received lukewarm responses from our friends and family. Sometimes, one of us would love a name, but the other would hate it\u2014those kinds of small frustrations were common. It took months before we felt comfortable enough to seek feedback on our short list.\u201d<\/p>\n\n\n\n

To choose the perfect name for your company, they recommend list-making, utilizing digital quizzes to get anonymous feedback from a broad base, and having the courage to go outside the ordinary. <\/p>\n\n\n\n

\u201cWe worried extensively about Vignette being French, outdated, or too esoteric for folks, but most of our guests have responded enthusiastically when we pitch its meaning through their cup of coffee. \u201cAfter all, a word is just a sound with some associations. It\u2019s up to the people who embody the company to imbue their brand and space with meaningful experience for your guests.\u201d<\/p>\n\n\n\n

Proud Mary: A Good Strong Name<\/strong><\/h2>\n\n\n\n

For Nolan and Shari Hirte of Proud Mary Coffee<\/a>, the choice of name was easy once inspiration struck. It was on a road trip right after selling their partnership stake in their first caf\u00e9. <\/p>\n\n\n\n

\"\"
Proud Mary<\/figcaption><\/figure>\n\n\n\n

\u201c<\/strong>We were discussing what we should call our first business of our own,\u201d Hirte says. \u201cI was explaining to Shari that it really annoys me when people choose a name with a very special meaning that\u2019s difficult to spell, doesn\u2019t look good written down, or is hard to remember.\u201d <\/p>\n\n\n\n

All they really needed was a good strong name, he says. \u201cNext second I said to her, \u2018Proud Mary.\u2019 Without hesitation, Shari said, \u2018That\u2019s it!\u2019 Mary is about as strong a name as it gets. Shari grew up listening to Tina Turner<\/a>, and I grew up with Creedence [Clearwater Revival]<\/a>, so it just felt right.\u201d <\/p>\n\n\n\n

Clearly a very decisive person, Hirte has some advice for those who might otherwise spend a lot of time deliberating: \u201cTry not to overthink it. How does it feel when you say it? Does it have a nice ring to it? Can you remember it easily? How does it look?\u201d <\/p>\n\n\n\n

Stereoscope: Dimension & Depth <\/strong><\/h2>\n\n\n\n

A stereoscope is a device by which two photographs of the same object taken at slightly different angles are viewed together, creating an impression of depth and solidity. Stereoscope Coffee Co<\/a>. owner Leif An carefully deliberated and researched to find the perfect name for the experience his coffees and spaces would foster. <\/p>\n\n\n\n

\"\"
Proud Mary<\/figcaption><\/figure>\n\n\n\n

“I first wrote a list of things that I felt were important to the company I wanted to create,\u201d he says. \u201cFrom the list, I chose one that was the most important. From there, I looked up words that are similar or objects that define the word. For us, giving another dimension and depth to something generally known as dull and common defined who we are.” Hence, Stereoscope: an object that adds depth and dimension to otherwise ordinary moments. <\/p>\n\n\n\n

“It was a hard decision because Stereoscope isn’t a common word or easy to remember, but we took the chance because it resembled who we are,” An says.<\/p>\n\n\n\n

In sharing advice for name-seekers, he also recommends against trend-based names. “Don\u2019t follow trends when choosing your name. Find something that defines your company, and you will stand out.” <\/p>\n\n\n\n

He also advises looking at the bigger picture: \u201cThink\u2014will the name be relevant even if you had 5, 10, or 20 shops?”<\/p>\n\n\n\n

Whether Cautious or Decisive, Be You<\/strong><\/h2>\n\n\n\n

The most important takeaway from the stories told by these four business owners was that who you are will define not just the name you choose, but the process by which you choose it. Are you a list-maker? A researcher? Do you seek outside opinions when deliberating, or is your opinion paramount? <\/p>\n\n\n\n

In answering the question of who you are to start the process of name-seeking, you learn a lot about who you are for the eventual name you will find. As in so many realms, the most important thing is to be yourself throughout the process. When you do that, you\u2019ll find a name you love.\u00a0<\/p>\n\n\n\n

Need some more inspiration? Use our Coffee Shop Name Generato<\/a>r.<\/p>\n\n\n\n

Cover photo courtesy of Chromatic Coffee<\/em><\/p>\n\n\n\n

RJ Joseph<\/strong> is a coffee writer focusing primarily on equity, workers\u2019 rights, and structural alternatives to the status quo. She\u2019s been a barista, a roaster, a green coffee grader and lab tech, and finally made coffee writing her full-time gig at Red Fox Coffee Merchants. In her decade in coffee, she\u2019s also run a queer coffee events organization, written a blog on equity in coffee, and run a coffee satire website called The Knockbox. If you see her around, say hi.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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