Sony Ericsson - Customer Case Study

When Sony Ericsson contacted Eqvarium, they had used an alphanumeric product naming system for a long time. Now, they wanted to start using names that evoked a feeling in the buyer. The collaboration resulted in a series of names with an international sound, for instance a smartphone called Vivaz (Spanish for “living”). The names for a series of music phones were given a lyrical touch: Yendo, Yizo, Spiro and Zylo. The eco-friendly Greenheart phones were named Aspen, Elm, Hazel and Cedar. The names signify a product line affinity while telling a story that matches the product offering.