Tag Archives: CaseStudy


Benevido Brand Strategy

Entering a crowded space of instant coffee – with the added benefit of natural plant-based ingredients – Benevido sought us out for assistance in the creation of a strong positioning and brand presence on the shelves. Throughout our one-day workshop we focused on the behavior of consuming instantaneous coffee, a quick fix in people’s busy lives. A habit that is fueled by short-term benefits is now being furthered to additional long-term health benefits. This became the foundational story that fueled our long-term vision for brand name and identity.

Benevido Naming

Based on our findings from the brand strategy phase, the name for this instant coffee startup needed to fuel long-term benefits while being internationally feasible and memorable. Benevido was derived from the words ‘benefit,’ ‘bueno‘ (’good’ in spanish) and ‘vida’ (’life’ in spanish) to create a brand name that is easy to pronounce, ownable, and automatically conveyed the brand’s values.


Benevido Identity

The identity for instant coffee brand Benevido instills the philosophies and values that the brand emulates. Dynamic curves and swoops create movement that emulate growth, signifying the long-term health benefits of Benevido’s added natural ingredients. The communal aura brings thoughts of rejuvenation and a celebration of life. A coffee bean in perspective ties the identity together and hints at the contents within.





SpeakBeat Naming

We were tasked to derive a name for a mobile app that allows for personalized interactions with trending topics, news, and ideas through the answering of questions. The name was required to resonate with millennials, be used as a common noun or verb, tell a story and that trademark and domain names were available. With SpeakBeat we hit on two key aspects of the app: Voicing your opinion and being part of the pulse of now. It also allowed for additional brand nomenclature while being memorable in a beat.

SpeakBeat Identity

The SpeakBeat identity design is multilayered in symbolism deriving from social complexities of community diversity. Multiple bars, in varying heights, assemble next to one another to represent the community as one. Height differences mimic a cityscape, sound bars and the pulse of the community. Each of the bars also represents a speech bubble, the correlated opinions that make SpeakBeat, beat.

FINIEN did an outstanding job assisting SpeakBeat with our branding needs – from the creation of the name to the development of the brand identity.

– Dean Stackel





Adorista Brand Strategy

Adorista is a gift box service celebrating Korean fast-fashion accessories. The brand strategy workshop moved the idea from a gift box opportunity into the creation of a tangible feeling of belonging for 12- to 22-year old US-based girls. Adorista allows them to feel like fashionable K-Pop stars without having to spend a lot of money and time, or to openly share their love to K-Pop, which is a niche phenomenon. [As a pre-launch startup we are restricted in the strategy information we are able to currently share]

Adorista Naming

One part ‘Adore’ plus one part ‘Fashionista’ turned into this catchy name that allowed the company to create Adoristas out of their fans. We established trademark clearance and ensured domain name availability.

Adorista Identity

The Adorista brand identity was created to convey the feelings of fast-fashion luxury while creating an approachable and current fashion-centric brand image. Jewelry was visualized through the use of a diamond shape, the subliminal 3-D box effect alludes to the box that subscribers receive at their doorstep each month. We extended our services and art-directed photo and video shoots while creating the initial digital and box designs.




Relay Collective

Relay Collective Brand Strategy

Relay Collective contacted us to assist with the launch of a national company for women’s beauty products consisting of hair extensions and a haircare line targeted to females ages 18-45. FINIEN was tasked with the challenge of creating a branding approach that would be expandable for future product lines, encourage consultant sign-ups, move product, and set itself apart from the competitors. Starting with the overarching strategy and crafting of the brand architecture, the full scope of the project included naming of the main brand, sub-brand, and product lines; identity design across all brands as well as the digital strategy and art direction for online; packaging design; and overarching Brand Atmosphere.

Relay Collective Naming

The brand transformation of this beauty company started by renaming the umbrella brand “Relay Enterprises,” which we turned into something more approachable and consumer-friendly. In contrast to the corporate feel of the term “Enterprises,” “Collective” captured the inclusive, ‘we’re all in this together,’ philosophy of the overarching organization.


Relay Collective Identity

The identity for Relay Collective speaks to the overall philosophy of the brand. The “r” wraps around and doubles back to form the “c” to symbolize how the organization of Relay stands behind their “Collective”: the consultants who are the heartbeat of the organization.

LumiBloom Naming

Inspired by the concept of ‘radiant beauty’, we sought to create a name for this brand of hair extension and hair care products that would emanate beauty and light. ‘Lumi’ was derived from luminescence and combined with the word ‘bloom’ to perfectly capture the concept. Easy to pronounce and remember, LumiBloom speaks directly to the target female demographic, while creating an ownable international brand name that was ready to be adopted by Relay’s tribe of consultants.


LumiBloom Identity

LumiBloom’s identity blends the “L” in Lumi with the “B” in Bloom to create a powerful heart-shape symbol unique to the brand. Hidden within the shape is also the number 3 which represents the three types of hair extensions which are the flagship of the LumiBloom product offering.

The team at FINIEN successfully strategized and guided us through the monumental task of launching a multi-layered brand. Their attention to detail, creativity, and expertise were apparent in every deliverable from naming, to identity, packaging, and website design. A job well done in creating a brand that truly resonates with our organization’s goals and most importantly, speaks to our target market.”

– MacKenzie M. Hill






Martian Brand Strategy

Martian approached us with an inspired winery name, derived from the owners’ sons (Martin and Ian), and backed by an exceptional vineyard location and talented winemaker. What was missing was the brand strategy, identity and design. We set out to create the brand as it launched into the saturated California wine market in midst of an economic downturn. Offsetting the obvious (characters of Martians) with brand surprises and drafting stories of authenticity and quality as part of the brand launch were key findings of our strategy phase. We advised to use a rather generic Martian as a surprise that needed to be sought out by the ones interacting with the brand. The character hunt became part of the brand story in true alien-fashion: When visitors roamed around the tasting room property they were greeted by them in random areas of the vast property, the Martian was etched into the bottom of the tasting glass, visible only upon final sip. The tribe loved the Martian hunt, while the hidden character ensured to not dilute this brand of fine wine.

Martian Naming

As part of a special label series for this California winery, we put our heads together with the proprietor and together derived names ranging from Down to Earth, Mothership, Ground Control (hello, Major Tom?) to Uforic to tie in the otherworldly quality of the wines (and, yes, the name) with the qualities of the grapes.


Martian Identity

The typography-based Martian Ranch & Vineyard brand identity used an existing serif typeface that was redrawn by hand to lend an authentic, organic, and otherworldly feel to it. The deep red wine tone seemed especially fitting as the name itself recalls the red planet. The Martian character appeared nowhere on the label, only on the cork once the bottle was opened (Martians playfully handing each other refills).

FINIEN’s creativity and attention to detail are invaluable to the success of our winery. From brand identity through design their service is unparalleled.

– Michael Roth