A funny name for a company. Named after my high school newspaper, which, as legend has it, was arrived upon after the head of the English department thought all the ideas the students had come up with were so terrible, ‘it might as well be called Fred’.
We were at that exact place with name generation for this importer of Scandinavian furniture. The owner of the studio liked that ‘fred’ in Swedish meant peace, and her studio was named War.
Kid you not, it was named ‘War Design’…
Anyway, we had a fun game with the name of the business being Fred - what if someone calls and asks to speak to Fred? Say he is out to lunch. None of it makes sense anymore, but it felt good at the time.
