AWARDS
EVERHOME New Brand Name Creation
Challenge
Choice Hotels expected a brand name that captured the essence of its modular and customizable extended-stay accommodations. The challenge was to find a name that appealed to two distinct target audiences: road warriors who seek success on their journeys and hotel developers seeking new business opportunities. The name needed to be straightforward yet innovative, reflecting the brand's unique offering while resonating with both audiences. With this ambitious goal, the naming process required rapid ideation and seamless collaboration.
Solution
Labbrand approached the brand naming process with speed, collaboration, and agility. The process began with a semiotic and cultural audit, extracting insights that would inform the naming strategy. This was followed by an innovative co-creation workshop involving key stakeholders from Choice Hotels. Through 3 rounds of name creation, legal screening, and market testing, Labbrand developed a comprehensive list of potential names. After careful evaluation, the final name "Everhome Suites" was chosen to represent the brand's concept of adaptable and personalized spaces.
Results
The chosen brand name, "Everhome Suites," successfully conveyed the brand's unique modular approach and customizable accommodations. Choice Hotels officially unveiled Everhome Suites on January 27, 2020, and celebrated the brand launch by breaking ground outside of Los Angeles on the first hotel expected to display the Everhome Suites brand and announcing multi-unit development agreements for 13 hotels in the Austin, Texas and Los Angeles markets. Choice Hotels expects to open the first Everhome Suites hotel in 2021.
