The Colgate Palmolive Company needed a way to communicate that their revolutionary, on-the-go oral care product could easily and quickly clean teeth, without the need for water or a bathroom.


The brand name Wisp evoked the toothbrush’s qualities of lightness and speed, and further illustrated that Colgate’s product was both portable and disposable. Sound symbolically, the word segment “isp” is associated with “a swift movement or action,” and perfectly captured the new brushing experience.

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