Consumer Good Brands, New and Iconic

1. brand acumen
consumer goods brands
casestudies

2. case studies
life

3. case studies
swash

4. case studies
truvia

5. case studies
surge

6. case studies
darks&denim

7. case studies
flexball

8. case studies
stainlifters

9. case studies
platinum

10. case studies
be

11. case studies
greenworks

12. case studies
ice

13. case studies
lunchables

14. case studies
sierramist

15. case studies
profile

16. case studies
activia

17. about brand acumen

18. Our Creative Inspiration
Inspired by experimental literature and musical composition, we infuse a
culture of innovation and creative inquiry into our process. We seek to
redefine the fundamentals of using art and language as a guide to
develop profound brand identities. Names are just the beginning…
The Science of Language
Our team of lexical engineers examines not just the sound, but the look and
feel of every letter in every word we create. We scrutinize each word’s
structure: from phoneme, to morpheme, to grapheme, to shape. In the
search for the perfect name, we leave no stone unturned.
At Brand Acumen, name creation is
our form of artistic expression.
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our creative thinking

19. our creative thinking
"The limits of my language means the limits of my world."
"Like everything metaphysical the harmony between thought
and reality is to be found in the grammar of the language."
-- Ludwig
Wittgenstein
Many great minds and philosophers have commented on the important role language plays in
forming our thoughts. Some have even declared that language shapes our thoughts entirely.
We at Brand Acumen take these ideas to heart in our belief that a name is the basic unit of you, the
truest essense of a thing because it is a necessity required to shape our understanding of the world
We are not just creating letters on a page, but we are giving life to ideas and steps towards new
frontiers in thought.
We are inspired by those artists, thinkers, and movements with a like- minded mandate, from Dada to
William Burroughs, from Duchamp to Wittgenstein, and we apply our rigorous creative thinking to
every element of our creative intuition.
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20. Brand Acumen
19 Leonard St.
NY, NY 10013
Bill Smith, CEO
(Call Bill. 704.906.3402)
william.smith@brandacumenstudios.com