your name gets rejected before your product gets tested.
213 brands named in 16 years. every one screened for trademark, domain, and cultural meaning before it ever reached the founder.
a bad name is not a design problem. it is a legal liability.
trademark objection, forced rebrand, seized inventory, and a distributor network that has to relearn who you are. none of it shows up in a design review.
burger king lost 10 million dollars to one naming mistake
a name that could not be defended in a market it wanted to enter. the cost was not legal fees. it was the market itself.
read the case
a tata rename wiped 82 million dollars
the product did not change. the equity did. every rename restarts recall from zero, and the balance sheet notices before the customer does.
read the case
urbanclap became urban company for a reason
a name built for one category becomes a ceiling in the next. renaming at scale is the most expensive way to learn that.
read the casewhy a ₹5,000 name always costs you more.
a generator does not run a class search. it produces names that are already registered, already in use, or phonetically identical to something filed last year. you find out at the objection stage, eighteen months in.
you get a shortlist and a moodboard. no class 25 versus class 35 reasoning, no cultural screen for the markets you export to, no domain strategy. the name is a suggestion, not an asset.
the name that made sense for one product line becomes the reason you cannot launch the second. descriptive names are cheap to choose and impossible to defend.
that is where naming starts, trademark included. the number is deliberate. it filters out everyone who wants a name and keeps everyone who wants an asset.
two people. sixteen years. no account manager in between.
naming ends at a government registry, not at a design review. that is why the people who build your name are the same people who understand what the registry will accept.
prashant gupta
founder
sixteen family members in one room in daryaganj is where this started. it is also why beryl works with businesses that everyone else treats as too small to matter. a name is the cheapest lever an msme owns and the most expensive one to get wrong.
- national committee on design innovation and design policy, confederation of indian industry
- registered independent director
- shaheed sukhdev college of business studies, delhi university
- executive education, iim kozhikode and mica
- sixteen years, 1,573 clients, 67 industries, 19 countries
akshat raghava
creative director and co founder
trained where craft is not negotiable. every shortlist that reaches your table has already been through him, and most candidates do not survive that room. the five you see are what is left.
- rhode island school of design
- four time i design award winner
- leads every naming shortlist personally
- co founder, hiredesigners
most agencies put a strategist on the brief, a junior on the names, and a salesperson on the call. here there is no one else to hand it to.
four gates. a name has to survive all of them.
pathos. ethos. culture. trademarkability. most candidates die at gate three or gate four, which is exactly why they never reach you.
aristotle gave persuasion three tests. we kept two and deleted the third on purpose. in naming, logic is the weakest test there is. a perfectly logical name is a descriptive name, and a descriptive name is the one thing the indian registry will not give you. section 9 exists precisely to refuse it.
so logos comes out, and the two gates that actually kill names in this country go in. culture, and trademarkability. that is pect.
a name that provokes nothing has to be paid for with advertising, every year, forever. we test whether the sound and the shape of the word carry emotion before meaning is even explained.
gate 1a pharma name and a petcare name cannot sound alike. the name has to earn the right to charge what you intend to charge, and to sit next to the competitor you intend to beat.
gate 2india is not one market and neither is export. a word that works in delhi can be unusable in chennai and offensive in the gulf. this gate is where most beautiful names die.
gate 3class search across india, europe and the united states, run before you ever see the name. beryl holds its own attorney code and files directly, so this gate is not an opinion. it is our own risk.
gate 4a name that passes three gates is still a dead name. only the ones that pass all four reach your table, and there are never more than five.
every way you can get a name, and what each one actually leaves you holding.
not a list of agencies. a list of routes. compare the one you were about to take against the one that ends in a registration certificate.
| ai naming tool | freelancer | full service agency | berylnaming practice | |
|---|---|---|---|---|
| trademark class search | nonone | noa public search at best | outsourced, after the name is chosen | india, europe and the united states, before you see the name |
| who files the mark | noyou do | noyou do | a third party filing service | beryl, under its own attorney code |
| cultural and linguistic screen | nonone | nonone | occasionally, on request | every market you sell into, standard |
| names presented | hundreds, unfiltered | ten to twenty, no rationale | three, inside a branding retainer | five, each with written rationale, from 1,000 plus generated |
| if the registry refuses it | noyour problem | noyour problem | a new invoice, and two vendors blaming each other | a complete replacement mark free. refused again and you get 100% back in five working days |
| who does the work | a model | one person, unsupervised | a junior, reviewed by an account manager | prashant and akshat, on every shortlist |
| what you are left holding | a string | a suggestion | a line item | a registrable asset |
| cost | free to ₹5,000 | ₹10,000 to ₹50,000 | bundled, rarely itemised | from ₹1,37,000 + gst, trademark included |
three of these routes end with you standing in front of the registry alone. one ends with someone else carrying the risk.
five names. every one of them defensible.
if it does not register, you do not pay.
not a badge. a clause, executed in every beryl agreement, in force since 2010.
the mark must be created by beryl, and beryl must be the filing attorney. that is the whole catch, and it is on this screen rather than in a footnote.
almost every branding agency designs the mark and hands the filing to an outside service. when it goes wrong you are standing between two vendors. there is no third party for us to point at.
four weeks of elimination, not inspiration.
we start with where the business is going
not what you sell today. the hundred crore target, the export market, the second product line, the investor conversation two years out. a name that fits the current business is a name you will replace.
we generate at volume, then destroy most of it
1,000 plus candidates across coined, descriptive, evocative, and founder rooted territories. volume is not the point. volume is what makes ruthless elimination possible.
legal clearance before you fall in love with anything
trademark class search, domain availability, handle availability, and a linguistic screen across every language your market speaks. a name only reaches your desk after it has survived all four.
five names, each with the reasoning attached, so the decision is yours and it is informed
no confusion, no fifty page deck. five names, why each one works, and what it unlocks. you pick one and we hand over the naming book.
names doing work in the real world.
Droneco entered a category still being shaped. Drone logistics in India was emerging fast, but the language around it was scattered, unclear, and inconsistent. The company needed a name that was authoritative, scalable, and instantly understandable. Not flashy. Not forced. Just right.
Furalle entered a category where teen skincare was exploding, but the language around it was outdated. Most brands spoke down to teens, packaged products in stereotypes, or leaned on gender cues that teens no longer related to. The category was growing fast, but trust was low. Furalle needed a name that felt modern, neutral, and built for every teen.
entered a category with more than 2700 home furnishing brands. A space where most names sounded western or generic and where very few carried cultural meaning. The products were beautiful, but the names failed to hold identity or memory. What Ekkana needed was not creativity. It needed clarity, emotion, and cultural grounding.
we are not a national agency that also takes ncr work.
sixteen years operating out of sector 11. the founders whose names we built are a drive away, and most of them will take your call before they take ours.
we take a limited number of naming projects each quarter. the shortlist goes through prashant and akshat personally, and that is the constraint. if the quarter is full we will tell you on the first call rather than after the invoice.
what they said after the name shipped.
Sharda Containers, Noida
The Herbacle, Noida
blanc9, noida
we would rather lose you here than on the invoice.
read both columns honestly. one of them is you, and knowing which one saves us both a meeting.
- the name has to survive a trademark registry, not just a design review.
- you are exporting, or you intend to, and the name has to work in more than one language.
- you are building a second product line and the current name will not stretch to hold it.
- you want the founders on the call and you have no interest in an account manager.
- you understand why ₹1,37,000 buys something a ₹5,000 name cannot.
- you want fifty options by friday so the team can vote on a favourite.
- you have already chosen the name and you want us to justify it.
- price is the only variable you are comparing on.
- you want a name today and the trademark question can wait until later.
- the mark will be filed by someone else, in which case the guarantee cannot attach.
if the right column described you, close the tab with our blessing. if the left one did, the form takes ninety seconds.
the questions that actually get asked.
what does it cost?
does the price include the trademark filing itself?
what if i reject all five names?
what if my chosen name faces a legal objection later?
how is this different from an ai naming tool?
can you rename an existing brand?
how long does it take?
do you name products and sub brands, not just companies?
your next name will outlive your current product line.
thirty minutes. we tell you whether your current name is a liability, and what it would take to fix it.
you speak to prashant or akshat on the first call. not a salesperson.