Orthodontic tech innovator Brius Technologies asked Catchword to develop names for its new teeth-straightening solution and to advise them on whether to change the company name. Much faster and more convenient and discreet than braces or aligners, this solution uses AI and preprogrammed biomechanics to move each tooth independently. An orthodontist bonds the appliance invisibly to the back of the teeth, which makes flossing and cleaning much easier than braces and keeps your dental situation private.
We worked closely with the client team to identify the brand attributes of the company and product. Given the existing equity in the company’s name, we advised them to keep it. We created a product name, Brava, that instantly and elegantly communicates excellence and high performance but with a friendly softness in the final a. The name easily stands on its own or alliteratively pairs with Brius. Brava launched in 2022.
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