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IRISH BREEZE CASE STUDY
SUMMARY
Sectors: FMCG
Brand type: Company and product
Primary Client: Irish Breeze
Trademark territories: 0 jurisdiction
Trademark classes: 0 (trademark checks)
Countries: Europe, Asia, Middle East & South America
Languages: 56 languages
Validation types:
Linguistic analysis
BACKGROUND
Entrepreneurial skin care company Irish Breeze approached us in February 2019 to check a series of names for their new dermatologically friendly baby wipe before a global launch in over 50 countries. To add zest to the project, they had in early November the previous year signed a deal with China’s largest e-commerce retailed JD.com worth €25 million over the following 5 years.
“The insight behind the products inception was that a new-born baby’s skin, being much thinner than an adult’s, should be cleaned with only the gentlest and purest elements possible.” [Water Wipes website]
PROJECT
Irish Breeze required linguistic validation of 5 names in 56 languages from regions including Europe, the Middle East, much of Asia and South America.
The client opted for linguistic analysis whereby linguists comment on three metrics: ‘ease of pronunciation,’ ‘aesthetic appeal’ and ‘meaning and cultural connotations’ for each name. They then give a grade summarizing the names’ acceptability. After drawing the client’s attention to issues with each of the names, they kept their original name which has now become a successful brand in over 50 countries. Water Wipes also sponsors the Pure Foundation Fund prize worth £10 000 for selected recipients for their services to neonatal and maternity healthcare.
