We did some tests on names and we decided to go with 212f. We didnt choose based on the results of the test but rather the understanding that the overall experience and product you sell is what makes the lasting impression. So with that we have decided to focus less on the name and more on the value chain as that will be the ultimate driver of brand development.
It is also important to note that we had some basic guidelines to choosing 212f.
One, Its hip and speaks to our lounge autmosphere that we are trying to push.
Secondly, It does not restrict us if we decide to expand our product selection.
and lastly, its not being used by any other players.
-Moody
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