OUGD501 - Concept Development

Establishing the importance of location within these luxury brands or water to connote a certain lifestyle/ exclusivity I wanted to create my brand based on a particular location. I started brainstorming countries that could be positively associated with water and would create positive connotations with an audience. To embed this foreign influence within the brand I chose to use the language within the name to make it more authentic. I initially experimented with the word 'Water' to keep the concept as simple as possible however count no engaging names as a result, I then used adjectively closely associated with the connotations of luxury water such as; pure this resulting in more engaging brand names as highlighted in the below development. 

From this development, only the word REIN stood out as a possible brand name as it sounded established and connoted a certain sense of authority. Inspired by Austria (translated into German the official language) it translates to pure, which creates positive connotations of the brand, it also links in well with the scenery of Austria being typically knows for skiing, snow and lakes which creates further connotations of purity and water making it an appropriate location to base a luxury water brand. I liked how the name had phonetic interpretations including rein/rain which created further natural and pure connotations as well as being satirically humorous as at a restaurant it would be pronounced 'rain water' which is free but you would actually be ordering 'rein water' which is luxury and expensive. Further phonetic/polysemic interpretation include reign and rein which gives regal and luxurious connotations that would appeal to the status orientated target audience.  

Explaining this concept to tutors and students they all gave positive feedback stating the name was very witty and clever, all feedback pointed to me pursuing this concept as they felt it would work well in context with me essay to create a successful expiration of my research essay translated into a practical body of work.