Adams wanted to launch a new line of spices defined by their bold flavors, adventurous branding, and clean ingredients.

And each one of their new blends needed a name. A name that was descriptive, delicious, and eye-catching on shelves. (Read: fun.) That’s where Ringtail came in. Over the next several weeks, ingredient lists were thoroughly studied, thesauruses were consulted, words mixed and matched, until the perfectly entertaining-yet-descriptive names rose to the top.

My only regret is that I don’t have a picture of the final design for Black Gold—a special blend of black garlic, black pepper, and black sea salt—which was cleverly foil-stamped with gold lettering on a black background. Delicious.