Yep, we went thru everything that might connect to the actual name - even 'Brass' was a contender at some point. The job eventually went to another agency than the one I was consulting with. Funnily enough I just spoke by chance to the AD, who informed me that inho the new label and marketing turned out tacky. We had advised that they need to appeal (at launch) to a UK consumer into health and ready to pay for both quality and the organic premium. That means a different design than tacky.

You can't be me, I'm taken