It is the sample that ships in the download: the brief, the pool, the map, the shortlist and the recommendation. On a real project you also get the six-criteria table and the first-pass checks.

Why only 24 candidates?

Brand Naming builds a pool of 20 to 30 anchored to the brief, then sorts it by kind of name and fills the thin directions before you choose a shortlist.

Was Aurel cleared as a trademark?

No. The recommendation says it needs formal clearance. Brand Naming never says a name is cleared.

Brand Naming: a sample run, brief to recommendation

This is the sample project that ships in the Brand Naming download, published here so you can see the shape of a run before you buy: the brief first, then a broad pool, the candidates sorted by kind, a shortlist, and one recommendation with a runner-up and a cut.

The approved brief

A direct-to-consumer skincare brand for women 50 to 65 in the US and US Hispanic market. The brand is pre-launch and founder-led. It wants to feel confident, warm, modern and plain-spoken. It rejects "anti-aging", "youth", "glow" and "radiance" language. The founder admires Aesop, Le Labo and Glossier.

The constraints

English and Spanish must be considered.
The name should be short.
The name can be abstract or invented.
.com is preferred.
Trademark sensitivity is high.
Avoid category clichés.

The pool: 24 candidates

Aurel, Latera, Sevora, Vellum, Proper, Maven, Solera, Tova, Kindred, Forme, Luma, Rialto, Barekind, Noura, Verra, Avera, Oliva, Calma, Sona, Everwell, Alara, Tendant, Mira, Plainspoken.

The map: every candidate sorted by kind

Standalone words	Combined words	Invented words	Reshaped words
Proper	Barekind	Aurel	Forme
Maven	Everwell	Latera	Verra
Kindred	Plainspoken	Sevora	Avera
Vellum		Tendant	Luma
Solera		Noura	Sona
Mira		Alara
Tova
Rialto
Oliva
Calma

The shortlist

Aurel: warm, premium, short and visually rich.
Tendant: connected to care and tending without sounding clinical.
Proper: confident and adult, but potentially broad.
Latera: invented and clean, with subtle lateral or wider-life associations.
Barekind: clear and warm, but more descriptive.
Verra: short and confident, with slight truth and green associations.

The recommendation

Aurel is the leading direction. It sounds warm and premium without using tired skincare language. It gives the brand a visual world around warmth, adult confidence and quiet science. It needs formal clearance, because short, elegant names often collide in beauty and wellness.

Tendant is the runner-up. It carries care more directly and feels connected to "tending", but it leans more service-like and less premium.

Barekind should be cut if ownability is the priority. It is clear and warm, but it is too easy for competitors to imitate.

The research basis

Trademark strength: Aurel is closer to invented or suggestive than descriptive.
Fluency: two syllables, easy to say.
Memorability: distinctive enough to recall.
Sound: open vowels and soft consonants support warmth and a premium feel.
Association: suggests warmth and care without age-coded language.

This sample shows the shape and depth of a run, not a universal answer. On a real project the recommendation also carries the six-criteria table with every score, the first-pass trademark, domain and language checks, and your next 30 days.