HaptX // Rebrand: Naming the company


When I read Shoe Dog by Nike founder Phil Knight, I was surprised to learn that for the first 15 years of Nike's history, the iconic company was called Blue Ribbon Sports. The initial change to Nike was unpopular. People thought it would be pronounced with one syllable, so it rhymed with "like." 

Knight's general guidelines for an iconic name: keep it to one word and ideally two syllables. Many of the most valuable brand follow these rules: Apple, Google, Facebook, Samsung, Tencent, Intel, Pepsi. Knight also advised to include a hard consonant sound if possible. The "ex" sound is a memorable consonant. Think of Kleenex, Xbox, Xerox, SpaceX, FedEx, Exxon.

I followed these guidelines when renaming our company from AxonVR to HaptX, (pronounced "hapt-ex"). I came up with the name, originally to combine the words “haptic” and “textile.” It also works as “haptic” and “experience.” It met Phil Knight's criteria, so I shared it with our President and our CEO. They both loved it.

Additionally, I made sure that the trademark and domain name were available. Once all things were aligned, the Board of Directors approved our new name and we committed to our rebrand. 

Filing for HaptX word mark. Registering a trademark and naming the company are among my proudest accomplishments at HaptX.

Filing for HaptX word mark. Registering a trademark and naming the company are among my proudest accomplishments at HaptX.

Mustard and Co // The Five Flavor Gift Set

When I joined Mustard and Co. to launch their online presence, they only sold their product in a 7oz. jar that cost $7 each. The goal:

  • Create a higher margin product

  • Introduce new flavors to customers

  • Leave them wanting to buy more

  • Make it easy to gift

The solution: The Five Flavor Gift Set.

The Five Flavor Gift Set contains one of each flavor, in 2oz mini jars. The customers could purchase the set for $20. They designed the  7oz jars were designed as a pantry ingredient consumed by an individual customer. I designed the 2oz variety packs to be a party/holiday gift that could be consumed by a group. This way many people could try it their flavors, turning mustard into a social activity.

We used packing tubes to ship the jars safely, so we embraced this as the design of the package. It makes for a distinctive looking gift.

This went on to be Mustard and Co's highest grossing product of the holiday season. While envisioned as a limited time only item, they continue to have it on their online store. Although Mustard and Co. has more than five different flavor SKUs, the company retains the Five Flavor Gift Set as a flagship product.