It’s funny how, in my work as an ecommerce copywriter, I sometimes get hired by two brands in the same business around the same time. In this case, it was two Japanese tableware brands, each focusing on ceramic wear, setting up new online stores targeting the global English-speaking market. I helped one create a brand name and served the other by writing their store’s copy.

Project 1: Brand Name Consulting

This company had recently found success domestically in Japan. However, their English store would offer a different product lineup, presentation style, and pricing, so they wanted to develop a new brand name to avoid confusion. This involved creating a new brand name, logo, and domain while respecting their Japanese roots and quality craftsmanship. I worked under a local Japanese agency to lead the process, as I have done for them several times before.

Naming Criteria

The client had a firm idea of what they wanted.

Simplicity: The name should be easy for native English speakers unfamiliar with Japanese to pronounce, remember, and spell.
Nuance: Rather than following the common practice of joining two existing words (ex., Facebook, Snapchat, etc.) or coming up with a coined word (ex., Nike, Skype, etc.), they wanted a name merging two words that expressed their offering of beautiful Japanese artisanal ceramics. This is a common technique in Japan but not so common in the English language.
Domain: Ideally, they wanted to get a coveted .com domain extension because it is best known, most trusted, and most straightforward to remember.
Social: If usernames matching the domain name are available, that would be ideal for keeping the branding consistent.
Unique: Not already trademarked or used by a different company in a way that might confuse.

Naming Process

There's a lot more involved in naming than most people realize. Doing it thoroughly rather than rushing it is worthwhile because rebranding later is a massively disruptive undertaking for any business.

Study: Understanding the brand's history, philosophy, product range, target audience, and competitors.
Ideation: Brainstorming name ideas.
Screening: Filter out candidates with unworkable names based on the criteria above.
Presentation: Showing top name choices with their stories.
Refinement: Adjusting based on client feedback.

The Result

The process was complex, with cultural and linguistic hurdles, and I had to revise the shortlist multiple times. However, the careful, detailed approach paid off, leading to a brand name that meets the client's needs, blending Japanese tradition with global appeal.

The chosen name's uniqueness enabled us to secure the exact .com domain and social media usernames while ensuring that no existing trademarks or other businesses were using the same name.

Building on the chosen name, they developed a visual identity for the brand, starting with a logo. I also helped evaluate that, ensuring they would select a design that would be regarded as attractive by their target audience and communicate their values.

It’s always nice when a project comes together so perfectly. I have a great feeling about this new store’s prospects.

Project 2: Localization & Copywriting

For a completely separate company from the one discussed above, I was subcontracting under a local Tokyo agency to help with the market research, localization, and copywriting tasks while they handled the site build.

The Client's Background

Our client, a respected Japanese company, had previously ventured into the digital space with an organic Japanese green tea store, a project we were privileged to participate in. Building on this experience, they sought to expand their online presence by introducing a new website dedicated to traditional Japanese tableware — a range encompassing beautifully crafted bowls, saucers, cups, chopsticks, and more.

They are primarily targeting the US market. Their customers are expected to primarily be consumers in their 30s who are moving into a new home and want earthy, minimalist, and timeless tableware. Many have visited Japan at least once and developed a love for the country's artisanal wares.

Avoiding Getting "Lost in Translation"

The client provided the original content in Japanese, which I then localized to reflect the elegance and tradition of the products, telling a story that would engage customers worldwide.

Here’s a brief excerpt from their About Us page using a tone and writing style that aims at conveying the premium nature of their wares:

Our collection showcases exceptional pieces, each meticulously handcrafted by esteemed artisans who infuse their passion and skill into every detail. We offer unparalleled quality and unique artisanal treasures, each embodying its distinctive Japanese heritage and spirit.

Since the client wanted to sell globally and had limited in-house resources to handle the technical side of things, choosing Shopify made sense. Since I was the only native English speaker involved in the project, before launch, I logged in, thoroughly checked through all parts of the site, fixed any missed items, and optimized things here and there.

Successful Launch

Thanks to the experienced team and careful project management, we successfully launched the site. It's such a gorgeous and stylish site. I felt so proud that I even shared it with my family in Australia! I'm confident that they're going to do well. It's a pleasure helping bridge the gap and enable a Japanese brand to go global like this.

Positioning Two Tableware Brands for Ecommerce Success