Lylix does not mean anything. That was the point. We wanted a name short enough to write on a pencil, unusual enough to own the search results, and empty enough to fill with our own work over time.

How we tested it

We wrote forty candidates on cards and read them aloud to strangers in a café in Santos. We asked them to spell each one back to us. Lylix was the only name everyone spelled correctly after hearing it once.

Three rules we now share with clients

Say it on the phone before you fall in love with it. Check how it looks in lowercase, set small. And remember that a name becomes meaningful through use — not through the explanation in the brand book.