BACKGROUND
A Minnesota entrepreneur engaged Pollywog to create a name for a new concept in buying tires: online purchase with in-store or mobile installation.

BRAND STORY
Buying tires ought to be a smooth experience. This company replaces everything people hate with something they’ll love. Comfortable, upholstered furniture. Pleasing lighting. Carpeted floors. Wi-Fi, HDTV, current magazines, tasteful decor. Customers can order online from a huge selection, schedule their appointment on a Web site, or even have their tires installed by mobile service at their home or office. Everything about the experience has a great vibe.

NAME
“Grooves” refers both to tire tread and, colloquially, to smooth interactions. With its double meanings and bright, contemporary tone, the name perfectly fits the brand.