I spent weeks diving into resources on how to craft a brand name, studying how the greats did it and why some of the most iconic names have nothing to do with their product. Apple, for instance, wasn’t about computers. Legend has it that Steve Jobs was following a fruitarian diet, and suggested the name after he visited an apple orchard.
How to find the perfect name by David Placek is one of the best resources out there as you approach the journey of finding a name. My favorite is how Swiffer came to be known.
“The best names don’t describe reality; they change it. Swiffer made mopping feel like a quick, joyful action” - David Placek
I re-listened to multiple episodes of How I Built This (my favorite podcast on consumer brands). Heard all the greats - Jo Malone, Bobbi Brown, Briogeo, Crate & Barrel. As usual the stories were inspiring, but I struggled to land a name that felt right for my own brand.
“What’s in a name? That which we call a rose. By any other name would smell as sweet”
Taking inspiration from the famous Bard, I decided to let go of the pressure of finding the perfect name.
Introducing The Daily Press
Why is The Daily Press (TDP) called The Daily Press?
The first thoughts that might come to mind are of a newspaper, a coffee shop, or a juicery. All of these exist in various corners of the world, oblivious to each other’s presence. But we wanted you to have that association. We wanted you to think of your ritual of daily coffee, the news that reaches you every day, and fresh juice pressed just for you without fillers and preservatives. These are all qualities our brand embodies, and we hope to convey them through our name.
“Daily”
A daily ritual
A routine of self-care
A simple luxury
“Press”
The act of pressing fresh, bioactive skincare
The way our products are made—pressed and fresh in small batches
The way we select our ingredients: first-press, cold-pressed, nutrient-rich.
When we first shared this name with friends and family, we got some “hmms,” some blunt “nos,” and a few encouraging “yeses.” We went back to the drawing board, explored a few other options, and yet kept coming back to The Daily Press.
From sourcing ingredients at their peak harvest to formulating products with a short shelf life that are fresh, potent, and designed to work with your skin’s natural rhythm, every choice reflects our philosophy. That’s why The Daily Press feels right to us.
Maybe one day, we become a cautionary tale in the world of branding or perhaps someone will take inspiration from our journey.
Either way, this is just the beginning. And we can’t wait to share it with you, one press at a time.