Gillette had designed the first razor specifically tailored to be used to shave someone else’s face. They needed a novel way to talk about this novel product that would match the empathy and trust inherent in assisted shaving.


Build a brand name centered on trustworthiness and connection. Treo’s sounds (and consequently, its meaning) exist somewhere in between “true” and “trio”, a believable promise for this forward-thinking razor. Ultimately, Treo is an easy name to build a story–and a brand–around.

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