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What's interesting
The founding team was an unlikely quartet of extraordinaries, including a three-time jiu-jitsu world champion and a Harvard-trained ex-monk psychotherapist.
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What's interesting
Initially, the brand was named 'Accelerade'. It took two weeks of daily negotiations to finally persuade the founders to change the name to 'Loons & Matches'.
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What's interesting
Working in British English, the verbal designer coined the name 'Loons & Matches' from a narrative about symbolic madmen using matchsticks to ignite change. However, the US client interpreted the name as referring to birds and competitions.
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What's interesting
The branding has nothing to do with cinematography.
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Designer’s insight