Overview: Wonsupona was engaged by a tasty new startup looking for a name for an upscale line of chocolate mugcakes.

Challenge: The challenge was in developing a name that communicated a high-quality product. Anything that suggested microwave cooking might deter audiences from trying the delectable cake. We purposely avoided names that sounded cute or mainstream, and per the client’s request explored names that sounded a bit hipster.

Solution: Coco + Watts tells a subtle story about the product: Coco stands for chocolate, Watts represents the cooking vehicle (microwave). Breaking the name up into two entities like this enables a deeper story to be told around both elements: high quality chocolate, and the ability to have a gooey, warm and delicious cake in a matter of seconds.


Chocolate Mug Cake