The Name Inspector has recently learned about Lard Butt, a new athletic apparel company based here in Seattle. This is a great example of naming done right.
First, there are the positive associations of lard, a filling and economical ingredient that makes fried foods taste great. The word lard also calls to mind larder, which means a supply of food or a place where food is stored. Having beans in the larder is almost better than having money in the bank, so everyone should respond positively to this association.
Then there are the many pleasant ideas and feelings evoked by the word butt. You can be the butt of a joke, which lends a mirthful quality to this name. There’s also the cigarette butt, a tangible symbol of a smoker’s satisfied craving. And of course butt means ass, bottom, rump, derriere–a crucial body part we all use and admire every day. To paraphrase Sir Mix-a-Lot, we all like butts–we cannot lie.
The words lard and butt together evoke a sense of homeyness, stability, security–even meditative stillness.
So kudos to Mark, Brent, Eric, David, and Dave. Let’s hope Lard Butt goes far. Or at least, as far as it feels like going.