Coming up with a name for Driftaway was, surprisingly, much harder than we had imagined. The name had to be meaningful, and not just for the two of us, but for everyone who interacts with the company. It had to be easy to say. It had to be something you could say with pride, not something you wince as you almost embarrassedly say it. It had to live forever. And of course, the website domain had to be available. The name had lofty expectations, which completely intimidated us. (To add to these naming fears, I still had memories of Suyog “creatively” naming our foster pup “Woofy”. Sigh!)
So we ignored it, for a while at least. We instead started working on other things, one of which was packaging design.
I was looking for ideas on the internet (google, pinterest and instagram) for designing the label. And I came across some vintage baggage tags – they looked so simple and beautiful, and I could completely see the destination acronym be replaced by the origin country of the coffee. What a great way to be reminded how far coffee was traveling from, and the many different people across the world involved in every cup! So I started designing the tag. With that, the rest of the coffee bag started coming together – the type of pouch, label material, color…..except the NAME.
But fueled by the naming discussions, I just couldn’t fall asleep, and continued to look online for ideas. During the brainstorming session, we had also talked about connecting the name to the morning ritual of making coffee that we had both grown to cherish, so that was another thing I was looking for. And then I came across the word “driftaway”. And Driftaway Coffee sounded perfect — it hinted both at the traveling of coffee AND how you driftaway to that first cup in the morning. AND the website domain was available. WOOHOO!
I emailed Suyog that night with that name, and his response was:
Driftaway Coffee was born!
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