A Gorgeous Chapter

Brand Naming Visual Identity



Anija Jindal had just joined her family in sanitaryware and bathroom products of 27 years. The company had countless products with names of Dolly, Apple. This time around she wanted to bring in a new brand name that gave a sense of innovation and luxury. Some names they were trying to acquire were Savive, Saluto, and Aitreon. 


With Gorch, Tiepograph made a promise Jindal Sanitation could deliver on. In our thinking household items, articles bring in a new chapter to the house. We thought of the phrase “A Gorgeous Chapter” which led to an unexpected and distinctive new brand name (Gor)geous (Ch)apter that helped fuel one of Jindal Sanitation’s most successful brand naming launches of the last twenty years. A portmanteau (blended word name) which again carries a strong sound, sense of old legacy, and luxury.


Bring a new brand name in sanitaryware segment.

  • Date

    December 18, 2020

  • Skills

    Linguistics, Trademark Evaluation, Sound Symbolism, Brand Strategy

  • Client

    Jindal Sanitation

  • Industry:

    Bathroom Products

  • Trademark Class:


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