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.
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'.
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.
What's interesting
The branding has nothing to do with cinematography.
Designer’s insight