Lifestyle · available
Tofu.tv for lifestyle
The minimalist's food, and a minimalist's name.
Why it holds up
A white cube is the entire visual identity. For a lifestyle brand working in a pared-back register, the name generates its own design language rather than requiring one to be invented on top.
Naming rule for lifestyle: Plain nouns age better than aspirational adjectives.
On air
Working tagline: Plain, on purpose.
| Channel bug | TOFU — 4 letters, legible at 32px |
| Spoken length | 2 syllables |
| As a mark | A white cube. The simplest possible mark in the entire portfolio — geometry, not illustration. Scales infinitely and needs no drawing skill to reproduce. |
| Status | Available — Escrow.com |
Tofu in other categories
The same word, argued for a different room. Categories not listed are ones where the argument would be thin — and a thin argument is not worth your money.