10/03/2025
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Arrow & Zest: Behind the name
Article by Alex Couzins, Founder at Arrow & Zest
I often get asked how I came up with the name Arrow & Zest, so I thought I’d share the story - why I chose it, how it evolved and what it represents.
When setting up the business, I wanted a name that would serve as a strong foundation for our brand story - one that would be timeless, distinctive and meaningful.
The meaning behind Arrow & Zest
At its core, Arrow & Zest represents the fusion of strategy and creativity – two essential ingredients for impactful marketing.
Arrow = Precision, speed and strategy – everything that makes marketing effective.
Zest = Creativity, enthusiasm and the spark that makes brands stand out.
& (Ampersand) = Partnership and collaboration – whether with clients or creative partners.
A to Z = From start to finish – helping brands go from strategy to implementation.
Together, these elements try to capture what we do best: targeted marketing with creative zest to help brands tell their story.
The naming process
After landing my first client, I needed a company name – fast. Having previously dabbled with some freelancing work under the highly original name Couzins Consulting, I knew I had to put more thought into it this time!
I set a few key criteria:
✅ Not about me – The brand should have room to grow beyond just me
✅ No ‘AV’ or ‘Tech’ in the name – I didn’t want to limit future opportunities
✅ Short, memorable and no acronyms – Something easy to recall
✅ High up alphabetically – So it appears at the top of lists and directories
✅ Available – Companies House, domain name and trademark
After brainstorming over 100 names, I tested them with trusted peers and checked availability.
Here are a few that didn’t make the cut:
❌ Revisual (Revitalise + Visualisation)
❌ Brandoo (Brand + Doing)
❌ Brandsol (Brand + Solutions)
❌ Nuspark (New + Spark)
❌ Bluezest (Blue + Zest)
One that nearly stuck was Bluezest. I liked the fresh, juicy energy of ‘zest’. But it felt a little flat. That’s when the word Arrow came to mind. The combination felt right, and Arrow & Zest was born.
Bringing the brand to life
With the name locked in, the next step was creating a visual identity. I wanted something that embodied:
✅ Sharp & sleek – A modern, tech-friendly feel that resonates with the AV industry but isn’t restricted to it.
✅ Fresh & vibrant – A bold, confident colour palette combining strategic blues with ‘zesty’ greens.
✅ Playful yet professional – Balancing credibility with creative energy.
Working with the talented Ana Grigorovici at the Design Bench Studio - one of our specialist creative partners - we set out to bring the brand to life.
Mood board: Bold confident messaging with vibrant colours
Colour palette: Black and blues for strategy and “zesty” greens for creativity
Protecting the brand
Having started my career at a brand valuation and strategy consultancy, one thing I learned was the importance of protecting your brand.
Simply registering your business and domain isn’t enough – a trademark is the only real way to secure your brand. So, trademarking Arrow & Zest was one of the first things I did.
One year on…
Looking back, Arrow & Zest has been a great vehicle for explaining what we do and telling our story. People get it instantly, which makes it much easier to introduce our business.
The name has also given us flexibility. While we specialise in the AV industry, we’ve also worked with businesses beyond it, from property tech to wardrobe decluttering services for new mums!
Thinking about your own brand? If you need help with naming, branding or storytelling – let’s chat!