Beam Suntory needed a name for it’s new Scotch whisky that could tie together two great traditions: the 100-year old craftsmanship of Scotch blended whisky with the artistry of Suntory’s Japanese Blenders. The right name would convey that this new Scotch builds on the past to create a more complex and modern expression of Scotch whisky.


Working in close collaboration with the Beam Suntory team, we developed Ardray. Ardray is built from the Scots Gaelic word Ard, meaning tall or elevated. The ‘ray’ suffix is inspired by the notion of a ‘ray of light’ to support the story that this Scotch is the result of a new approach to blending. The name perfectly conveys how Suntory blenders have created a new expression of Scotch that also maintains a reverence for the Scottish traditions of the past.

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do