Beam Suntory’s new Kentucky Bourbon was made with Japanese expertise and the company needed a name that captured the unprecedented collaboration between two different cultures and their bourbon making processes.


Lexicon developed the short and unique name Legent, which connoted both leadership as well as a strong and noble allegiance between Kentucky and Japan. An invented name further supported the inherent innovation and modernity of the company’s new bourbon, and reflected the ways in which it transcended the broader bourbon category.

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