EVERYONE
Unisex Fragrance
Product Name
Everyone
Unisex Fragrance
Product Name
CK Everyone
Calvin Klein sought a new unisex fragrance. The name needed to convey the idea of gender fluidity and inclusivity. Moreover, it needed to be one, natural English word. These kinds of names are generally very high risk, but the client was prepared to fight. After sounding a cautionary trademark note, River + Wolf set to work, developing names such as CK Signature, CK Everybody, CK Everyone, CK Blur, CK Mobius, and CK Fluid. As often happens when naming in tandem with in-house marketing teams, ideas sometimes overlap, especially when the naming parameters are very specific. Such was the case with CK Everyone. Everyone agreed the name worked on two levels: not only did it clearly convey the concept of inclusion, but it tied back to the legacy of CK One. The sweet smell of success indeed!

Single, English words can be very hard to trademark. We admired the team’s patience with our concerns around this issue and even more, their willingness to fight for a name they really believed in. It was very satisfying to work with a company whose new fragrance celebrates inclusion and diversity.

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