There is a long way to go from an initial vague idea for a project to an actual product that can sell. I decided quite early that such a product, should "represent" my native island of Corfu, Greece. That of course created a problem. Who is going to buy a surf tshirt from Greece?
The solution presented itself in two ways.
1. Corfu has an active kite surfing community, located mainly in a specific beach on the south of the island. Even though kite surfing doesn't have the "coolness" of surfing, it does have a similar aesthetic, also smaller competition and at the same time, it presented a local target audience for the brand! And you can always produce for surfing audience later on.
2. The surfing brands are closely connected with places like Hawaii, California, Australia and their specific beaches and bays and they often appear on the clothes. Producing clothes with strange names, wouldn't have that connection and at the same time, they would sound stupid to locals (the starting client audience) that have related these locations with tourism. By moving away from surfing to kite surfing, helps with the names of the location. At the same time I decided to loosely translate local names in order to sound more "exotic" and "surfy" (is that a word?) and to appeal both to locals and maybe an international audience. At the same time, that translation was not too far away from the original name.
This way, Kyma, became Keema, and then it took its final name "Lagoon". The most popular beach for kitesurfers, in Corfu, is Halikounas beach, a thin strip of sand, between the sea and Halikounas lagoon.