Once in a while we get called in to help with a name. It almost always spills over into logo and branding. Cause, really, what's in a name? The world of successful consumer brands with crappy names is huge. Smucker's even made a whole ad campaign (complete with SNL parody) on THIS VERY TOPIC years ago.
However, in this case, the existing name represented a missed opportunity. The name that came into our office was "Sweet girl brownie company." We felt that "sweet" was a wasted word since "brownie" already connotes sweetness. So we changed the name to Happy girl brownie company, feeling that "happy", a word describing emotions, added something to the story rather than just fluffing up what's already there.
The client also had an illustration they'd found online that they liked. A cute, big-eyed girl who would be their spokes model. We liked it well enough and sent them off to an illustrator to make it their own.
In the meantime, we mocked it up as a potential label on brown paper and kinda dug the way it looked. Then we found a kid's drawing lying around the office and we all fell straight in love with it -- it resonated so deeply with the innocent bliss of eating a brownie. We loved it, the client loved it. Now let's see how it flies.