Caz Craffy

Caz Craffy has the feel of a personal-branded company, the sort of name that could belong to a solo operator or a very small firm. By our assessment, that makes it good at appearing direct and individual, with no corporate fog around it. The limit is obvious too: it tells you nothing firm about the field, the product line, or the scale behind it. In practice, this kind of name works like a handshake rather than a brochure, which is fine when the relationship is personal and not fine when someone wants detail up front. It sits well away from big institutional brands, and the short, blunt style is the main thing it has going for it.