Pitstone

Pitstone sounds like a place name first, and that is part of its appeal as a product label: it feels rooted and matter-of-fact rather than glossy. By our assessment, the name suggests something practical and plain, likely chosen for its solid, local tone rather than for sparkle. The downside is that a name this spare gives almost no clue about what the product actually does, so the first impression is more shrug than picture. In use, that kind of branding usually leaves the real job to the item itself, because the name does not do much work. Pitstone sits in the large middle ground of anonymous product names, where memorability comes from repetition rather than explanation. It is the sort of name that can fit many things, which also means it tells the buyer very little on its own.