Treo

(Gillette)

Problem.

Gillette had designed the first razor specifically tailored to be used to shave someone else's face. They needed a novel way to talk about this novel product that would match the empathy and trust inherent in assisted shaving.

Solution.

Build a brand name centered on trustworthiness and connection. Treo's sounds (and consequently, its meaning) exist somewhere in between "true" and "trio", a believable promise for this forward-thinking razor. Ultimately, Treo is an easy name to build a story–and a brand–around.