Beautifull Disaster

Beautifull! is the name of a new " upscale takeout and delivery food for busy, health-conscious professionals." We think this name is awfull. Really. What does adding an extra "l" get you besides confusion? We get it, you get "full" eating this beautifull food. However, we know anyone who hears the name and tries to find them online will type beautiful.com into their web browser. That's great if they are in market for liposuction or laser hair removal. Not so much if you are trying to order dinner.

We hate to sound like a bad client, but when we first heard the name with the emphasis on "full," it made us think of one of the worst names of 2008.... a real dog:

What brand experience does Beautifull communicate? Is the food just good looking? To paraphrase Fernando Lamas, maybe it is better to look good than taste good. Certainly they weren't referring to the beautifull cost. Two days of three meals each for one person will cost $87.90; a week’s worth, delivered in two batches, goes for $307.65. A year's worth will set you back nearly $16K. That's painfull. Especially these days when people are tightening their belts.

beautifull! (we are guessing the spoon thing is a stylized exclamation point, yet does not excite us) fails the EMW SMILE & SCRATCH test on several SCRATCH criteria (and spells a new acronym!):

Random – disconnected from the brand / service of food delivery
Annoying – the exclamation point at the end makes us cringe and the lowercase "b" is dated not to mention annoying to journalist, who don't want to be accused of making a typo when they don't capitalize a proper noun
Tame – no energy or excitement (you can't count a forced exclamation point!)
Spelling-challenged – they will forever have to say, "that's beautifull with TWO L's"

From a business point of view, we think it unlikely that beautiful will use their stated capacity of up to 20,000 meals a day, or get 20,000 people to shell out the clams.

We wish beautifull! lots of luck and rich customers. But don't be surprised if the backers of beautifull! that put up $15.5 million end up being remosefull.