Problem.

In July 2021 we were approached by SRG Farms a subsidiary of Greves Group, Dubai to launch their global packaged ice cubes brand. This would be a product sold in the retail stores, supermarkets, and bars as go-to ice cubes. Unable to find a right brand name the company hired us.

Solution.

As a naming agency focused on sound symbolism we did not want yet another name that would sound like a mineral water brand. Avoiding descriptive names including the sounds like aqua and blue we made the word Slix. The name has the same homophone as the word Slick, which means slippery ice. The board of directors immediately liked the name, one of the reasons it being short and easy to pronounce.