EcoPizza, really? Why would anyone name a pizzeria EcoPizza? Personally, I have no ecological concerns about pizza. The intersection of flat, baked bread, savory tomato sauce, and layers of gooey mozzarella cheese, pizza is the love triangle that never gets confusing.
A small shop in Milan, Italy, EcoPizza is devoted to making fresh pizza from all-natural ingredients. "Buona & Sana," reads the tagline in Italian (that's "good & healthy" in English). Now, while I don't mind "buona & sana" as a slogan, how about "PuraPizza" for a shop name? If the owners are devoted to making a product from all-natural ingredients, I think the title should speak to pureness, genuineness, and simplicity. "Pure" is a good candidate to describe the nature of the pizzeria's product. The alliterative title "PuraPizza" rolls smoothly off the tongue and communicates the benefits of the product more clearly.
EcoPizza is a name-fail born of the Green and Organic Revolutions. While the goal of these movements - to push people to live healthier, more sustainable lives - is admirable, the lingo and prefix heyday of the words surrounding them is so over. The use and abuse of words like: "green", "eco", and "bio" are the bane of a namer's work! As such hackneyed terminology grows into everyday speech, opportunites to use these words for product differentiation wilt.
A final thought: The term "EcoPizza" should be used in only one instance - When a Teenage Mutant Ninja Turtle serves up a pizza pie, on a manhole over, topped with a two-headed fish from the Hudson River, baked in a conEd oven. "EcoPizza, Cowabunga!"
photo credit: me
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