Trouver un nom est à mon sens un des exercices les plus compliqués qu’il soit. Je dirai plus largement que le processus créatif a ses raisons que la raison ignore. Le nom Presque Parfait ne déroge pas à la règle.
Avant d’en arriver au concept de Presque Parfait, j’avais envie de créer quelque chose, de matérialiser un état d’esprit dans une marque. J’avais commencé mes recherches dans la construction d’une marque de vêtements bio qui serait porteuse de valeurs chères à mes yeux (qualité, éthique de confection, durabilité). Après quelques recherches dans cet univers, je trouvais souvent l’offre trop sérieuse et des univers de marque trop peu attractifs. Je trouvais qu’il manquait de l’âme dans ces marques, qu’il leur manquait un capital sympathie. Je suis du genre à penser que c’est en créant d’abord un attrait par la marque que les vêtements bio ont une chance de séduire le grand public, et pas simplement en créant une marque élitiste à laquelle une faible portion d’écolos bobos adhéreront. Je suis par exemple un grand admirateur de la marque innocent (les smoothies). Je trouve que leur nom, leur identité de marque, leur communication et leurs produits forment un tout cohérent qui me parle.
Je m’étais alors mis en tête de trouver un nom de marque qui puisse porter ce genre de valeurs, être révélateur d’un état d’esprit. Voici quelques critères que j’avais fixé :
- un nom simple, sans jeu de mots
- des mots français que tout le monde connait
- refléter des valeurs et un esprit positif
- possibilité de soulever un rictus chez la personne qui le voit
- le nom de domaine .com disponible
Après quelques semaines de recherche m’est arrivée l’idée d’associer le mot parfait avec presque. J’aimais bien la phonétique de cette expression et son côté simplissime. Le nom était né, mais ne collait pas du tout à mon idée de départ de marque de vêtements bio. C’est bien plus tard, lorsque j’ai commencé à me poser la question de construire une offre autour des bébés que le nom Presque Parfait a resurgi et s’est révélé comme une évidence. Il collait parfaitement à l’image que je souhaitais donner à cette marque.
Il ne restait plus qu’à en faire un logo et là encore le processus créatif n’a pas été des plus linéaires. Mais ça, c’est une autre histoire !
Ça va être intéressant de suivre ton cheminement !
Je trouve en tout cas que c’est « couillu » d’appeler sa marque « Presque Parfait »…
Tu n’as pas le droit à l’erreur avec un nom pareil. Tes produits se doivent d’être d’une qualité irréprochable !
Hâte de lire la suite !
Evidemment que les produits seront de top qualité !
(tu me mets un peu la pression là quand même :p )
Je ne me fais pas de souci !
La pression quand elle est amicale est bonne pour la santé ! C’est même recommandé…
Dans le meme style tu as la marque « michel et augustin » avec un pouvoir sympathie qui dechires tout et un packaging tjs super bien travaillé.
Et enplus leur biscuits, yaourt et autres sont top !
en tous cas je te souhaite bonne chance et a bientot j espere ;-)
Moi aussi j’aime beaucoup Michel et Augustin (la marque et les produits). Pour le nom et leur concept, ils s’étaient grandement inspirés de la marque de glace US Ben & Jerry’s (très chouette aussi).
En tout cas c’est dans ce genre de marques que je me retrouve et que j’essaierai de tracer la route de Presque Parfait.
Rien à dire sur le nom il est très bien choisi !!!
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