Background & Challenge
Renowned activewear and recreational gear company The North Face developed a new line of insulated apparel featuring an innovative technology that’s warm (of course), lightweight, packable, durable, and circular—made with 100% recycled fabrics and able to be efficiently deconstructed and turned into new inputs at the end of its lifecycle, with minimal components that can’t be used again. The line is the next entry in the company’s Circular Design portfolio, designed to sustainably deliver the highest quality by sourcing better, creating durable products, minimizing waste, and championing material reuse. The company turned to Catchword to name the line and advise on naming strategy. (Shortly thereafter, TNF asked Catchword to name another product: Dream, the super-foam midsole that delivers enhanced propulsion and comfort in running and hiking footwear.)
Naming the Brand
The name for this apparel needed to communicate lightweight insulation without sounding light on quality, and it had to express end-to-end thinking without overused word parts like green and enviro. Circaloft is a natural coinage that is easy to say and spell and instantly understandable to a global audience. Circa evokes the lifecycle model and the company’s Circular Design commitment, while Loft communicates lightweight insulation, garments that float back into shape after compression, and aspiration toward a more sustainable future.
