• Entertainment
    • Consumer
    • Startups & Innovation
    • Food & Beverage
    • Automotive
    • Financial
    • Technology
    • Corporate
    • Health
    • Latest Work
    • Overview
    • Creative
    • Linguistics
    • Trademark
    • WorldBrand
    • Research
    • Founder's Comments
    • The Lexicon Team
    • Media
  • Join The Team
  • Contact
Menu

Lexicon Branding

  • Portfolio
    • Entertainment
    • Consumer
    • Startups & Innovation
    • Food & Beverage
    • Automotive
    • Financial
    • Technology
    • Corporate
    • Health
    • Latest Work
  • Why Lexicon
  • Approach
    • Overview
    • Creative
    • Linguistics
    • Trademark
    • WorldBrand
    • Research
  • The Firm
    • Founder's Comments
    • The Lexicon Team
    • Media
  • Join The Team
  • Contact
HDX (The Home Depot)

HDX
(The Home Depot)

Problem.
Home Depot needed a name for its house-label products that would support the master brand and provide a seal of confidence and quality.

Solution.
Acronyms have proven effective in aspirational categories like automotive, and we saw an opportunity to leverage the same idea for tools. Three simple letters reference the master brand in a fresh and distinctive way. Lexicon’s linguistic research showed that, in this context, ‘X’ connotes energy, excellence, and the sense of something premium.

lexicon-category-consumer.jpg

As old as the marketplace itself, the consumer products category is perhaps the most crowded and well-trodden space to carve out a new idea. In this domain, getting your name to stand out is as important and perhaps as difficult as developing the right product in the first place.

A Few Consumer Brands We've Named:

Optic White<br /><span>(Colgate)</span>
Optic White
(Colgate)
Swiffer<br /><span>(Procter & Gamble)</span>
Swiffer
(Procter & Gamble)
Febreze<br /><span>(Procter & Gamble)</span>
Febreze
(Procter & Gamble)
Embassy Suites<br /><span>(Hilton)</span>
Embassy Suites
(Hilton)
HDX<br /><span>(The Home Depot)</span>
HDX
(The Home Depot)
Blue Nile<br /><span>(Internet Diamonds)</span>
Blue Nile
(Internet Diamonds)
ForceFlex<br /><span>(The Clorox Co.)</span>
ForceFlex
(The Clorox Co.)
Homewood Suites<br /><span>(Hilton)</span>
Homewood Suites
(Hilton)
Wisp<br /><span>(Colgate)</span>
Wisp
(Colgate)
SoftSpring<br /><span>(The Home Depot)</span>
SoftSpring
(The Home Depot)
 

Start-ups & Innovation

© 2019 Lexicon Branding, Inc.