Tommee Tippee, the fifth largest childcare company in the world, is well known for its spill-proof cups and mother-focused breastfeeding offerings. Though headquartered in the United Kingdom, the company is owned by a large Chinese enterprise. Given the company’s Mandarin and Cantonese speaking market, the new brand line needed to be easy to understand. Too, the company favoured names that sounded like casual speech. The client and subsequent focus groups immediately latched on to Made for Me. This phrasal name checked off three crucial boxes: it was easy to understand, musically appealing, and matched the company’s authentic tone-of-voice. An added touch? The letter M hinted at mother.