The Challenge

The linguistics of luxury

Latin American Duty Free retail brand group, Top Brands International, located in Panama City, Panama, needed a new name and brand for their rapidly growing luxury shops situated across Latin America and the Caribbean. The name would have to be unique, a name that is memorable and visualized in a way distinct from all luxury oriented retailers in their markets, as well as able to be copyrighted, with an available URL.

The Solution

A brand language for Latin luxury

GIRVIN’s Ideator®—a specially trained team of nomenclature experts—tackled the name development process, researched markets as well as the romance languages of Spanish and Portuguese. We looked towards unique, ownable expressions that would speak to luxury in recognizably distinctive solutions. Through tiers of naming explorations, refinements, sharing and evolutions, working in close collaboration with Top Brands International CEO and marketing leadership, we arrived at a solution that was unique, visually captivating and memorable—the Luryx name, as a crossroads or meeting place for luxury. Now expanded to more than 80 stores throughout Latin America and the Caribbean—applied to signage, culturally distinct, country-oriented websites, shopfronts, packaging and merchandising in all locations.

Client Perspective

We worked with brand agency GIRVIN to help us arrive at a new naming solution for our Duty Free brand shops throughout Latin America and the Caribbean. Their Ideator® team helped us develop, collaboratively, a new name as well as our logo design package for implementation in all of our shopfronts, packaging and print materials. We’re now up to more than 80 stores. A great creative, holistic solution that has served us very well.”