• Competing brands tended toward ultra‑literal names like “MultiKitchen” or generic constructs; but we pushed for something more emotive that suggested discovery and the ability to order from 15 distinct restaurants in a single delivery basket.
After running strategic naming explorations rooted in positioning, we landed on Unfurl, a name that evokes unfolding possibilities and the joy of exploring flavors together. Rather than a descriptive placeholder, Unfurl is warm, memorable, and versatile—fitting seamlessly across app icons, packaging, and marketing copy.
In addition to passing trademark and having a usable domain, the name also had to work within very specific constraints as it would show up on existing software platforms and applications. This meant that the name had to be short and also powerful because it would ultimately be paired alongside other brand names on said platforms.
