
Problem
In 2024, Noodle.ai, an AI-powered supply chain planning company, entered a transition phase with new leadership, new values, and a new product roadmap. Originally chosen to convey creativity and experimentation, Noodle.ai no longer aligned with the company’s evolved mission and capabilities. The playful connotation of “noodling” undermined the company’s transition from experimental AI to a very intentional, data-driven approach.
With only 13% of AI projects reaching production, Noodle.ai needed a name that would help communicate its mission to “create time, not waste” and reflect this shift towards transformational supply chain planning.
Solution
The result: Daybreak.
Definition: the time in the morning when daylight first appears; dawn.
Lexicon Branding worked with the Noodle.ai team to set specific criteria that the new name needed to deliver on. The new name needed to:
- Support “create time, not waste”: Daybreak evokes the dawn of a new era, symbolizing the creation of time.
- Convey AI performance and capability: While not explicitly technological, Daybreak comes with a more powerful tone versus the lighter, playful tone of Noodle.
- Support “taking the robot out of the human”: Based on research that Lexicon conducted with consumers and developers, we knew how critical it was to combat disillusionment with more approachable, natural concepts. Daybreak is both relatable and tangible.
- Challenge the status quo: The name Daybreak creates anticipation and suggests a break from the past.

After 8 years of operating as Noodle.ai, a new leadership team decided we needed to rename the company to better represent our change in business strategy, culture, and values. Our core team spent weeks working with ChatGPT, Claude, Google, and GoDaddy trying to come up with our own name that we all loved and that captured our new desired brand identity. While there was no shortage of ideas and internal debate, we realized we needed to seek help from professionals to better utilize our time and maintain our sanity. We turned to the experts, Lexicon Branding. Over the course of 2 months, they walked us through their proven process so that we were able to meet our aggressive timelines and conduct initial trademark searches. We couldn’t have done it without Lexicon Branding and hope one day we can execute our business strategy in such a way that our name joins the list of remarkable brands showcased on David’s office wall.