Teko means way of being. Why this weighs more than branding.
When the studio entered the naming phase, we listed almost 200 candidates. Invented words, acronyms, Latin references. The process took three weeks. We closed with a word that was not invented by us. It was born Guarani.
Teko means way of being. Teko Pora: the good way of living. Tekoha: the place where one belongs.
The obvious risk of taking an Indigenous word is shallow appropriation. Our decision came with two conditions: always credit the origin in writing, and make sure the work standard matches what the word carries.