TORCHES

Company naming

When approached by longtime collaborators at In Good Company to name an iconic piece of Manhattan’s cannabis culture, we jumped on board. The retail space was set first – just steps from Grand Central Station, in a Midtown building that’s long been a magnet for New Yorkers, commuters, and curious travelers. Once home to the iconic Nat Sherman cigar factory and lounge, this historic space has been reborn—not just as a dispensary, but as a cultural destination.

In Good Company brought us on to name the experience: one that would honor the building’s storied past while feeling undeniably current. The name had to welcome the full spectrum of cannabis users—without leaning on tired wellness tropes or heavy-handed weed wordplay.

TORCHES

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With In Good Company’s brilliant brand strategy in hand, we sought to create a name that could feel as iconic as the address ...
With In Good Company’s brilliant brand strategy in hand, we sought to create a name that could feel as iconic as the address itself. The right name would channel Midtown’s legacy of ritual, rebellion, and refinement—without being precious or nostalgic. It needed to feel elemental, architectural, and alive. We landed on Torches: a single, powerful word that evokes ignition, ceremony, warmth, and continuity. It speaks to fire as both symbol and action—of lighting up, yes, but also of illuminating culture, sparking connection, and keeping legacy alive. Torches echoes the spirit of the Prohibition-era provocateurs who once gathered in the very same building, and nods to Lady Liberty herself – they ultimate symbol of New York – while offering something entirely modern: a brand built to last, and to lead the way.
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