Joylab
Target needed a name for their new active wear that blended fitness, fashion, and function into a short natural word name. After reviewing over 600 name candidates, ranging from the descriptive (Life in Motion) to the suggestive (Limber) and allusive (Joule), the Target team finally decided on JoyLab. The blending of the emotional and the scientific created an appealing cognitive dissonance, while expressing the brand’s position of fun, happiness, and well-researched and tested materials.
Partner: Collins
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