Company Naming

24N, a private equity firm, acquired the consumer appliance division from The Middleby Corporation — a portfolio of 15 iconic kitchen and residential brands representing nearly 200 years of combined heritage. To launch as an independent company, they needed a name that could unify a diverse collection of established brands without overshadowing them. Each brand in the portfolio — Viking, AGA, La Cornue among them — carried its own deeply loyal following and distinct market identity. The new name had to hold authority as a parent company while preserving the equity and individuality of the brands beneath it. 

We developed the name Composition Brands, drawing on the language of artistry to position the parent as a thoughtful curator. The name suggests the careful arrangement of distinct elements into a stronger whole, reflecting the company’s role in bringing together a portfolio of category-leading brands. It signals intention and stewardship without demanding the spotlight — giving each brand room to retain its individual voice under a single, coherent identity.