“Futures made of virtual insanity”. Lalala! Remember that funky superhit from Jamiroquai? It seems their prediction was just about right. VR-glasses is the Christmas present of the year in Sweden and it’s just a matter of time before we all live our daily lives in a parallel Universe. All joking aside, virtual reality is finally set to hit the mainstream market and it will surely take technology to a whole new level. For a young and booming industry such as this, solid naming strategies and decisions are very important.

Therefore, it’s no coincidence that Eqvarium was invited to do a lecture on naming on a recent VR-event hosted by Eurostaff. We got a chance to talk about the importance of thinking ahead and not limit your brand by picking names with a short shelf life. What if your business expands and you want to offer more than just VR in the future? What if the term VR itself becomes old fashioned? Is it really wise for leading companies to bake the term virtual reality into the brand name?

We’ve also guest-written a few articles on the topic for the Swedish Patent and Registration Office. Check out the latest one here! (In Swedish) To be part of such a fascinating industry is very exciting and we hope our knowledge from naming will serve VR well.

For us, 2016 has been all about innovation. Many of our clients are cutting-edge in their business and we’ve helped to name everything from project management tools to fine medical wires. It’s obvious that a great product gets an extra push with a really good name to back it up.

Speaking of development, Eqvarium has also taken a few giant leaps forward. During 2016 our team has grown into a nice little naming family, we’ve found a new home at the exciting co-working playground Embassy in central Stockholm and our website has had a tremendous facelift.

We feel confident in facing the naming challenges of 2017 and can’t wait to work with you!

Katarina Nilsson & the Eqvarium team

Welcome to a breakfast seminar in four parts.

We take a look at what’s important when it comes to naming your company/products/services. What are the most common pitfalls and the winning strategies? What mistakes have others made that we can learn from?

Before we begin you’re free to mingle and have a light breakfast. Don’t hesitate to bring your own naming thoughts and challenges to the table — let’s see if we can solve them together!

Time: 8.00-9.30
Place: Coor Conference, Tegelbacken 4a
Date: Feb 16, March 16, April 13, May 18

Book your spot here!


Name-spotting is our greatest pleasure here at Eqvarium. During the year, we’ve received plenty of interesting tips from our clients and our newsletter followers. Some names have been around for a long time, others are brand new (do you think they will survive?).

Don’t get us wrong — we love these names! But hilarious and strategic are two different things. One thing is for sure, they’re all winners here today.

1st place: Snopp
A Norwegian agency that chooses a brand name that means “penis” in Swedish is either insane or simply brilliant. Perhaps a bit of both? We can’t stop laughing at the fact that they promote themselves as “small but accurate”. May they rise to the top.

2nd place: Llanfairpwllgwyngyll
It’s not a typo. It’s a village in Wales. Apparently, the name has caused such a buzz that the tourism rates are through the roof. We’d love to visit this place one day, but how do you ask for directions?

3rd place: Aspretto
People abroad won’t really get this one, but for us here in Sweden, it’s quite a funny name. Aspretto means something like “extremely pretentious” in Swedish. Now that we’ve tasted the name and it’s sunk in, we actually think it works. And it tastes just fine!