Naming Development for The Gracious Plenty Society

For Made South’s premium membership society, we needed more than just a name. We needed an identity that would feel native to the region, reflect its values, and resonate with Southerners-at-heart. This naming exploration distilled deep cultural research, brand strategy, and storytelling into a final choice: The Gracious Plenty Society.

My Role

I led this naming exploration as Design Director at AnyRoad, guiding our creative and client teams through the early phases of brand identity and member storytelling. The goal was to name something bigger than a product — a society rooted in Southern hospitality, culture, and connection.

What We Considered

Cultural Authenticity

Would Southerners-at-heart see themselves in the name?

Scalability

Could the name adapt across cities or local chapters?

Visual Identity

Could it inspire a compelling design system?

Emotional Resonance

Did it feel like more than a product: like a community?

Naming Style

Should we go literal, metaphorical, or suggestive?

Strategic Goals

Reflect Made South’s core values: craftsmanship, culture, community

Distinguish from competitors with expressive, ownable language

Develop a name that plays well with visual, verbal, and experiential design

Brand Thinking

Presentation Highlights

Key Artifacts

Literal

Real South
Social South
Southern Kin Society

Expressive

Goodlark Club
Sweet Lark Society
Kith & Kin

Metaphorical

The Gracious Plenty Society
Kindred Society
Front Porch Society

Southern Colloquialisms

Sam Hill Social Club
Sweet Tea Porch Swing Society

Selected Options

Client Choice

The client chose The Gracious Plenty Society — a name steeped in Southern charm, generosity, and cultural depth.

Naming Territories Explored

This was one of my favorite naming journeys. It brought together regional research, linguistic play, cultural sensitivity, deep brand storytelling, and a reminder that names aren’t just words, they’re vessels for belonging.

Final Reflection