Our research showed that the name ‘Milkman’ wouldn’t speak to a European audience in the same way as it did in Israel, where the the milk round was a thing of novelty and not nostalgia.
The founders wanted a name that was ownable, a word that was completely new.
So, we got thinking!
We played around with iterations of ‘morning’, and various ways of saying bread. We ate a ton of toast, thought about biblical names like ‘morning manna’ and finally, after about three hours of staring at a loaf of bread some time around 2am (the best time to brainstorm ideas), Loafly was born.
The team loved their new name, which combined the main product offering ‘loaf’ with ‘lovely’, the word makes you think of warm bread and round delicious breakfast things.