As a project for our Anthropology and Branding class at the School of Visual Arts, I was tasked to name a dishwashing machine for young homeowners who like to host dinners and parties at home. Here I break down the process after exploring and considering hundreds of potential names. I introduce you, Tilly!

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Tilly is a short German name for Matilda meaning ‘strength.’ Shortening the name makes it fun and easy to remember. Tilly with the “i” upside down exaggerates the “y” in the end for excitement and ‘party’. The tree lines in the middle with a dot are similar to the Japanese and Chinese characters for “river.” Tilly is a happy name for a dishwasher with a glimpse of ‘strength,’ important key features that home appliances must-have.