Question

Topic: Taglines/Names

High-end Aquarium Design & Maintenance

Posted by zwyttenhove on 5/28/2013 at 3:01 PM ET 250 Points
I will be designing and maintaining freshwater and saltwater aquariums for residences, restaurants, offices, etc. I will focus on using natural materials almost exclusively. Aquariums will be designed as "living art" - the mix of hardscape (rocks and wood), plants/corals, and fish all contributing to a beautiful composition.

Now, the name I've come up with is:

"Zen & the Art of Aquarium Design"

It is a play on Pirsig's philosophical novel "Zen and the Art of Motorcycle Maintenance." I believe it accurately describes the above paragraph, and I love how it rolls off the tongue. I'm wary because of it's length...

Every opinion is appreciated!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by SteveByrneMarketing on 5/28/2013 at 3:23 PM Accepted
    As to length concerns, you could drop the "the" ... "Zen & Art of Aquarium Design".

    Another option is .. "(The) Zen of Aquarium Design" ... since the words "art" and "design" are closely related, do you need the use both?
  • Posted by Moriarty on 5/28/2013 at 3:58 PM Accepted
    Let's take this a little towards East Asia. Japanese gardens, which are renown for being tranquil are a big part of their culture. I'm thinking of the gravel gardens that are raked in a meditative manner. Bonsai and other avenues.

    Just as a reminder - https://en.wikipedia.org/wiki/Japanese_garden

    It is pertinent.

    More importantly does your name communicate what you do to your clients effectively? Put simply, have you asked them? What did they say about it - and what were their other reactions?

    Following Steve's line of thought - what about the name

    "Aquarium Zen"
    "Zen Water Gardens"

    plus a tagline that describes what you do - that is both design and maintenance. You could write a short white paper on how gravel is used in the Japanese garden to indicate water, and how the Zen master will change it through the seasons.

    All a bit woo-woo in the sterile atmosphere of the modern air-conditioned office - but that never stopped management believing daft ideas that were cleverly worded.

    What do you think? M
  • Posted by zwyttenhove on 5/28/2013 at 4:23 PM Author
    I do not have any clients as of yet, so they have not weighed in on the name. I hatched the idea about two months ago, and just recently have decided that I'm "all-in" as they say, on making it happen.

    You are on the right track M. I'm a huge fan of Takashi Amano, who originated the Japanese style of planted aquariums. If you simply Google his name, you will see the amazing aquariums that I will strive to emulate. Other feedback that I have gotten has been positive, mostly towards the word "Zen" in the title.

    Steve, thanks for your response as well. Along your line of thinking..."Zen Aquarium Design" would really simplify the name, while still describing it clearly. Perhaps then a tagline like..."Creating and Maintaining Living Art?"

    In general - why would I want to avoid a long business name in the first place? This will be my first foray into business ownership.

    M, I also like Aquarium Zen (with a tagline?) Zen Water Gardens sounds interesting as well, but I think this creates the notion that I'll be designing exclusively planted/freshwater aquariums. I will be doing saltwater and reef tanks, which I suppose could be considered "Gardens" too!

    More thoughts? Thanks guys!
  • Posted by SteveByrneMarketing on 5/28/2013 at 5:23 PM Member
    ZenAquariumDesign.com and ZenAquarium.com (premium price) are both available. I suggest you purchase both if you decide on this direction. Your customers would probably call your business 'Zen Aquarium" for short no matter what. And you will help head off any competitive moves to copy this brand name claim.
  • Posted by Moriarty on 5/28/2013 at 6:24 PM Member
    You could be

    "Underwater Zen" which has that below-the-waterline directness to it, which you can expand with a tagline - Continuing underwater creations. The continuity of underwater creativity. Flowing with the water of life. (I think you can tell I'm into Zen).

    underwaterzen.com and underwater-zen.com are both available.
  • Posted by Jay Hamilton-Roth on 5/28/2013 at 8:03 PM Accepted
    Given that Takashi Amano is using the words Aquarium + Zen together (for example, "Zen and the Art of the Aquascape"). Even AquariZen is something he's using. You may have a legal naming issue, but even more importantly, you may inadvertently lose/confuse clients looking for your offerings. If you're open to it, I'd encourage you to consider other naming directions.
  • Posted by zwyttenhove on 5/29/2013 at 9:56 AM Author
    Jay - Interesting, I did not realize he was using these together! I simply thought I was being clever by playing off of "Zen and the Art of Motorcycle Maintenance." Do you think something simple such as "Zen Aquarium Design" would garner a legal response?

    I still think the word "Zen" is key. "Underwater Zen" I like, as well.

    Any more suggestions? Maybe some that convey "Zen" without using the word?
  • Posted on 5/29/2013 at 1:39 PM Accepted
    I would try to surmise what percentage of your target market is familiar with "Zen and the Art of Motorcycle Maintenance" and do you think THEY will think it's a clever or even connect with it at all? Zen basically means meditation.. is "aquarium meditation" what you provide? I like the Zen thought, but think what you might want to consider is that your business in the Zen Master (or Zenji) of aquarium design and maintenance. Maybe consider the name Zenji Aquariums.. or Zenji Aquarium Systems .. simple and even more meaningful if your clientele is into Zen practice. I like the word "Underwater" but I wouldn't count on aquarium owners typing the word "underwater" into a web searchbar when looking for an aquarium design/service like yours.

    Hope that helps.
  • Posted by zwyttenhove on 5/29/2013 at 2:44 PM Author
    EFOX, thanks for the thoughts. The name related to "Zen and the Art of Aquarium Design" does not necessarily need to make others connect it to the book. Which begs the question, is the length necessary? Others have suggested shorter, related names which I also liked such as "Zen Aquarium Design." The other piece, though, is that I like having the word "Art" in the title since I hope to market myself as the "artistic" alternative in the aquarium maintenance market.

    "Aquarium meditation" is also a perfect way to sum up what I will provide: the tranquility of watching fish move about a replication of their natural environment, without any of the hard work.

    I also like the "Zenji" suggestion...I was not aware this meant "Zen Master." I think one way or the other "Zen" needs to be in the title. I'm thinking that most people are familiar with this word, and will at least think in terms of meditation, Zen gardens, etc.

    I am unfamiliar with the legal issues mentioned by Jay. What are the chances "Zen & the Art of Aquarium Design" would present legal challenges? It seems as if Amano used the similar title to name just one of his aquariums...

    Thanks everyone! Loving the feedback.
    Zack
  • Posted by zwyttenhove on 5/30/2013 at 5:50 PM Author
    "Zen-sational Aquariums" ?
  • Posted by Moriarty on 5/30/2013 at 6:21 PM Member
    Actually, I'm with Efox, the motorcycle biz is an intellectual distraction.

    You need a name that suggests what your aquaria will do for your clients. After all, they're big, peaceful things that bring calm into an otherwise busy and fraught office.

    Well, that's my take on it, anyway!

    Whether Zen is in the title or not, if it isn't, then the title needs to be "zen". Put another way, the title Zen and the art of Aquariums assumes that people know about motorbikes. The whole point of Zen is that it's a way of doing things, it's not about arbitrary connections.

    Inside the Wave
    Below Water
    Inside Blue
    The Still Wave

    Wajjafink?
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Taglines/Names)