Naming Archives : Martin Cawood

Category: Naming

Develop a new brand identity and pack design for a range of cat treats.

Overview

Research showed the need for a fresh, playful sub-brand, leading to the name “Mischief”, capturing cats’ cheeky energy. I then began to investigate pack designs and created the product names “Munchlets” and “Lickalots” – two fun, ownable names in keeping with the theme for the sub-brand.

I led visual identity and packaging design across three flavours for each product, balancing bold shelf presence with charm. Large playful typography, imagery of a cat, and vibrant accents built instant recognition, while illustrations communicated the textures of the products.

To support sell-in, I produced high-quality 3D pack renders in Adobe Dimension, helping secure UK and European retail listings before stock landed.
Develop a new brand identity and packaging design for a range of gummy sweets.

Overview

The first task was to refresh the logo design for the Keep-it Candy brand. The original logo lost clarity at smaller sizes, and its skewed layout made it difficult to adapt alongside future sub-brands.

To address this, I simplified the design and placed it on a subtle arc for better balance. A vibrant raspberry-red replaced the original red, giving the logo a fresher and fruitier feel. Finally, I introduced a more approachable, playful typeface to unify the updated look and strengthen the brand’s identity.

The next step was to create a design for the gummy range itself. Settling on “Gummy delights” I worked to develop a packaging style that brought clarity and strong shelf presence through bold use of colour, playful typography, and flavour cues.
Create a new FMCG cleaning brand that would stand out in a crowded market and connect with the growing social media cleaning trend.

Overview

I was asked to create a new FMCG cleaning brand that would stand out in a crowded market and connect with the growing social media cleaning trend. The visual identity needed to be modern, approachable, and engaging, with a strong social-first feel that would appeal to trend-conscious consumers while supporting a wide product range.

Join the Cleaning Buzz was developed as a fresh, on-trend FMCG brand that would provide branded alternatives within the discount market, whilst being designed to make cleaning feel fun, quick, and engaging. The mission was to build a brand that tapped into the energy of social media cleaning communities while keeping customers connected to the latest trends and product innovations.

I developed the name ‘Join the Cleaning Buzz’ to tap in to the growing social element within cleaning and created a visual identity to reflect this dynamic approach. A speech bubble element was incorporated into the logo, symbolising the inclusivity of the cleaning community and their passion for sharing hacks an ideas.

From Anti-Bac Wipes to textured Microfibre Cloths, the visual identity was crafted to flex across a wide product range, ensuring consistency while keeping the personality bold and engaging. In order to reinforce the dynamic aspects of the brand I also generated an animated version of the brand logo for use online.

The result was a vibrant, trend-driven identity that positioned Join the Cleaning Buzz as a must-have FMCG brand within the discount cleaning aisle.

Within the Buzz range, there are a group of products that contain “Germ Shield Technology” – a long-lasting fabric protection that resists bacterial growth and keeps products cleaner and fresher for longer. As part of the identity for that sub-range I created a “Germ Shield Technology” logo, that I then went on to animate in After Effects for use in digital marketing.
Creating a name and identity for a range of batteries spanning different technologies and styles.

3d render, abstract neon wallpaper, colorful fantastic background with curvy shape glowing in ultraviolet spectrum

Overview

Initial work began with the name for the range, which blended “Excel” for high performance, “cell” as in battery cell, and “Tec” for technology. This range was then segmented by technology, e.g. Zinc Carbon and Alkaline, with different colour palettes introduced for each.

The inclusion of use cases and prominent battery type presented the key information consumers needed in order to make an informed purchase.
Design a new seasoning range with a framework that could work seamlessly across a wider range.

Overview

Goodwin’s was developed as a new ambient food brand, built to combine quality, reliability, and everyday convenience for the FMCG sector. From naming and logo design through to packaging, the goal was to create a modern, approachable identity that could compete confidently in a crowded category.

Each grinder was designed with a clean, consistent aesthetic and a colour-coded system to help customers easily identify different varieties. Simple, engaging label copy highlighted flavour benefits and serving suggestions, making the products inviting and user-friendly.

The result was a trusted, consumer-friendly brand that successfully secured retail listings in Morrisons and positioned Goodwin’s as a go-to choice for affordable quality.
Create a name and packaging design for a range of FMCG contraceptives.

Overview

I initially developed the brand name “exure”, a portmanteau of “experts” and “pleasure.” This name was chosen to reflect the product’s core promise: delivering both reliability and satisfaction as a value-focused contraceptive. To reinforce this positioning, the tagline “Experts in Pleasure” was placed above the logo, building brand confidence and appeal.

The visual identity was designed to be clean, modern, and easy to navigate, with clear colour-coding to distinguish variants. A “100% Electronically Tested” seal was also incorporated, reassuring customers that despite its accessible price point, the product meets all quality and legal standards.

Category: Naming

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