It’s been almost five years since I wrote about a branding trend I’d noticed: names that began with Ever. There were the classics: Eveready batteries, Everlast sporting goods, Everclear knockout alcohol. There were the new Evers on the block: Everlane for fashion, Evercharge for EV charging (get it?), Everplans for death planning, Evernote for note-taking, Eversnap for photos, Evergage and Everspin for … something else.
Half a decade later, the trend is still trundling along. Exhibit Umpteen is a new restaurant, or restaurant concept—it won’t open till 2020—called simply Ever. Or, more precisely, “Curtis Duffy’s Ever,” Duffy being the Chicago chef who’s opening the joint with general manager Michael Muser. The New York Times food section published a breathless preview this week that included this tidbit about the name:
It would have the best china, they said, the best furniture ever. They’d use ingredients that were fresher, more seasonal than they ever had before. They’d make a meal more elaborate than anyone had ever seen.
Ever: That word just kept coming up. So, they decided, that would be the name.
“It’s this little word, this little four-letter thing that we pack into the most epic experiences of our lives,” Mr. Muser said in a phone interview. “This experience, that we’re going to put in front of everybody, this is our Ever.”
The Ever wordmark, which could be recycled into a drugstore perfume label if the whole $300-to-$500-tasting-menu thing doesn’t work out.