When is cheese not cheese, or crab not crab? When it’s spelled cheez or krab or even ch’eese or cra’b… Novelty spellings for foods-that-aren’t-made-out-of-the-thing-they-sound-like-they’re-made-out-of go back a pretty long way - ‘cheez’ was THE cheese-like substance of the 1920s - but right now, with plant-based foods on the rise, we’re seeing more of them.
Branding consultant and name developer Nancy Friedman casts her expert glance over the apostrophes and deliberate misspellings on foodstuffs; and vegan restaurant owner Melanie Boudens recounts how, this summer, the words ‘cheddar cheese’ on her menu landed her in trouble.
Got a company or a product or a website you need to name? Well, be wary of the potential pitfalls: trademark disputes; pronounceability; being mistaken for a dead body...
Name developer Nancy Friedman explains how she helps companies find the right names, and why so many currently end in '-ify'.
Plus: The Allusionist's origin story, with Radiotopiskipper Roman Mars.
