The process of branding our company to come, started out with defining what the brand should and shouldn’t be/represent/do. We spent some time defining the “personality” of our brand. Keywords were: “open”, “positive”, “consistency”, “integrity”, “clear communication”, etc…in essence, we wanted to bring our own personalities into the creation of the brand.
When we had the basics down for what we are, Pete and I twisted our brains dry to come up with a suitable name.. Should it be Norwegian or English? Or Hebrew? We had loose brain storms as well as more goal oriented methods. We played around with ideas based on our plan on having a red line (consistency) through everything we are and do as a company. “Red” was short and catchy, but we would have to have a last name as well, as Red alone was pretty much “taken” by other companies locally and globally. So the process went on with a search for what to combine with “Red” to describe our brand.
I was on a boat from Nesodden to Oslo when I got a call from Pete. Hours earlier, I was thinking that the last part of the brand name should add some personality to it. Something alive. “Red Deer”, “Red Fox” – playing with animal names obviously. Now back to the call from Pete: he told me he had an idea for a name. He had been searching for inspiration in the world of music. As he browsed through one of our favorite bands, The Shins, he came across “Red Rabbits”. This song didn’t only match our “search criteria”, but the song itself has the exact same personality and “feel” as our brand!
Have a listen:
The Shins – Red Rabbits
“Red Rabbits” had all the qualities we were looking for. It’s catchy, “RR” is a fresh acronym (associations to Rolls Roys can’t hurt us hehe..), red is a lively color for branding, it carries a link back to the “red line”. And last but not least: we’re not “one”, we’re several “rabbits” – a crew, ready to spread and multiply :)
Finally, and needless to say, we agreed to keep it ;)
Social poster
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