In 2017, I worked with Minki Cheng, an emerging London-based designer, to build his brand. Working from visual moodboards, I concepted 50-some names and taglines, along with explanations of the etymologies and cultural references contained in each.

We eventually settled on the below combination — a nod to intimacy and playfulness. It sounds like how I imagine a pastry cooked by Brigitte Bardot might taste.

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