
We Found Out Who Is Behind Farrow & Ball’s Unique Paint Names
Farrow & Ball, a British paint company, is renowned for its distinctively named paint colors, which include "Dead Salmon," "Mouse’s Back," and "Elephant’s Breath." Unlike other brands that use conventional names, Farrow & Ball embraces experimental and eccentric titles. The creative force behind these unique names and the paint colors themselves is Joa Studholme, the company's color curator. Studholme develops the saturated hues from her home in the English countryside, a process she describes as "radically low-tech." Her inspiration stems from a blend of current trends, personal travel experiences, and observations in nature. She typically introduces about nine to twelve new shades every couple of years, which are then presented to the creative team for approval and production. The naming process often occurs concurrently with the color development, with Studholme stating there is "no exact science to it" and that the names largely come directly from her imagination.
Studholme has been with Farrow & Ball for approximately 24 years, having joined when the brand was gaining popularity in the UK during the 1990s. Before her role as color curator, she worked as a TV producer. The broader creative team at Farrow & Ball also comprises individuals from diverse professional backgrounds, contributing a variety of perspectives to the ideation process. Studholme emphasizes the importance of a paint's name, considering it to be as significant as the color itself. She shares the origins of several notable Farrow & Ball paint names, offering insights into their conception. For instance, the color "Pelt" and its name came about in seconds when Studholme saw a lead fishing weight, which she then named after its function, "plummet." This anecdote highlights the spontaneous nature of her creative process.
Another example is "De Nimes," a color Studholme initially wanted to call "workwear" due to its inspiration from East London hipsters' denim. The name "De Nimes" was ultimately chosen as a nod to the historical origin of denim fabric from the city of Nîmes, demonstrating a blend of contemporary influence and historical reference. The infamous "Dead Salmon" name, despite its macabre sound, is derived from an 1805 painter's invoice found at a historic English hall. In this context, "salmon" refers to the color itself, and "dead" indicates a matte paint finish, dispelling any literal interpretation related to fish. This reveals the historical and linguistic nuances embedded in some of the names.
"Elephant’s Breath," one of Farrow & Ball's most revered paints, was named about 50 years ago by John Fowler, a notable colorist of his generation. This name exemplifies the brand's tradition of evocative and memorable titles. "Mole’s Breath" is a darker variation, named by Studholme to complement "Elephant's Breath," suggesting an animal with a similar deeper tone. The origin of a pink shade, initially conceived by Studholme as resembling an old 1920s kitchen dresser, was deemed a "boudoir color" by the head of creative. The team ultimately delved into the etymology of "boudoir," which comes from the French word "bouder," meaning "to sulk," showcasing the research and discussion that can go into naming.
The name "Arsenic" refers to the pigment historically used in green wallpapers, connecting the paint to art history, even while acknowledging its somewhat grim connotation. "Rangwali," a vibrant pink, is a travel-inspired name. Studholme's experience during the Hindu festival of Holi in India in 1990, where people throw colored powders, led to this name. "Rangwali" specifically refers to a pink powder symbolizing happiness. Lastly, Studholme admits to intentionally choosing names that are challenging to pronounce or possess an intriguing quality, such as "Inchyra Blue" and "Stiffkey Blue." She notes that while many pronounce "Stiffkey" as "stiff key," the correct pronunciation is "stew key," named after a beach in Norfolk she visited with her children. This deliberate choice aims to make the names memorable and distinctive.
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