The Riddle

Mr Jinai Savla approached Tiepograph with a naming request for his bold and luxurious apparel brand. Moreover, the name had to sound global for ease of expansion in the international market, not stereotype the buyer’s gender, and breakaway from the similar names in the apparel market.

The Muse

Intended to connect with new-age buyers who seek to express their individuality through their style, this gender-neutral brand needed a striking and memorable name.

The Naming Insight

Away from generic fluff and random “cool” words, we sought a meaningful name, creating J’Ascano. Derived from “Ja” (Yes) and “Ascua” (for ember or fire), which literally translates to “Saying yes to the fire within,” J’Ascano felt familiar, poetic and equally powerful.

The Unveil

Today, J’Ascano is a celebrity favourite and already an established name as a premium, gender-neutral brand with an emotional core and international appeal.