The challenge
Two young mothers from Minnesota, taking a hiatus from their corporate careers to raise their children, presented us with an opportunity to build a brand unique to their area. During their nine to five careers, there was plenty of time for pampering and socializing. Now their lives were pretty much an on-call, twenty-four hour, seven days a week routine of babies, with little time left for those former luxuries for themselves.

Using their marketing backgrounds, Wendy and Stacy pulled together a business plan that included creating a service for moms like themselves who needed a little “me” time as part of their busy day. Their concept included relaxation massage and facials for the moms, as well as attentive child care, yoga, and motor skills exercises for their babies. They needed a name that would highlight the unique concept of a mother and child health spa.

The resolution
We gathered our creative team together for a brainstorming session that went back and forth on what was most important to a young mother looking for something more than a walk in the mall or a baby play group.

Our research told us that proper nutrition and exercise can’t start too early in a child’s development. A baby’s need for relaxation and skin care was about the same as their moms', so why not incorporate both services into one spa?

We all agreed on the name: The Baby Berth would be the perfect compliment to Wendy and Stacy’s original vision. Playing off the word birth, our berth also carries the meaning of a place to rest or sleep; babies need lots of both. The soothing and complimentary colors our graphic designer chose to represent the look of The Baby Berth reinforced the calming and natural environment the moms and babies would experience at the spa. Establishing the tagline, A Feel Good Spa For Babies & Moms, was the final touch to a name meant to surround itself with lots of positive energy.

There hasn’t been a moment since we opened our spa that we haven’t sung the praises of The Business Naming Experience for helping us create a great name and a nurturing atmosphere for moms and their babies. Thank you! — Wendy R., Minneapolis

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