DULKAN

DULKAN is a name that gives away very little, so it reads like a product line for people who already know the exact item they are looking at. By our assessment, that makes it hard to praise or fault on substance alone: the label is short, neutral, and not very descriptive. The upside is that this kind of bare branding can suit a simple, functional product where the packaging and category do the talking. The downside is obvious too, because with so little on the face of it, the buyer has to rely on the surrounding listing rather than the name itself. In practice, that means little guidance and little personality. It stands closer to a plain house mark than to a product with a clear story of its own.