The Home Depot was launching a brand of core range tools that were of good quality, but at an affordable price point. Thus, they needed to express that the brand was reliable and one that customers could trust.


Anvil, the name of a metal working tool, implied getting things done quickly due to the short length and inherent speed of the word. Anvil supported the brand’s promise to its consumers to easily, and economically, take on home repair and maintenance projects with confidence.

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