The obstacle course that is brand creation is as fascinating as it is intense. The FOMO is real — we don’t want the best idea to slip away. But at the end of the day, the most important thing is to trust the process and enjoy the laughter along the way.
As for me, in the early stages of the creative process, a few name ideas started to surface — but they all felt cliché and pointed toward something tangible, something material. Not quite what I was looking for.
What I wanted was a name that captured a feeling — a vibe.
Little did I know that the line of thought leading me to “Firstouch” actually referred to a common ritual among some couples before their wedding, as part of certain pre-ceremony photography traditions.
It also made sense for it to be in English, since most of the music I focus on is global (basically, the music I love), not Portuguese pimba — and I emphasize pimba, because there’s plenty of great Portuguese music; it’s just not Quim Barreiros or Rosinha.
And honestly, if the goal is to bring joy and energy to a moment, there are so many songs — both Portuguese and international — that do it far better and in a much more musically interesting way: from the timeless pop of “É Demais” or “Ok, Ko” by Doce, to the infectious rock of “Cavalos de Corrida” by UHF or “Cairo” by Táxi, all the way to modern throwbacks like “Popotão Grandão” from Blow Records. :))
Anyway — before I get too fired up about how certain forms of “popular” Portuguese music have butchered our cultural richness — after a few days of revisiting my scratched page (because I believe creative ideas need time and space to breathe and ripen, just like fruit), I went back to my original thought: the brand name should somehow evoke the idea of matrimony.
The core concept for the brand since beginning was — something that connected the universe of weddings with my own life story. But which part of that universe? Marriage in itself holds so many layers, so many universes. That’s when I dove into the classic and traditional aspects of matrimony — what somehow made it what it is. One of the key elements that once made a marriage “legitimate” was virginity. Which meant that it was during the wedding — or more precisely, after it — that the “First Touch” would happen.
That first touch was something couples deeply anticipated, a moment hyped by whispered conversations among friends and family in the days leading to the wedding. It was the seal that joined two people together.
In my own life, the ‘wedding industry’ also marks the beginning of my relationship with DJing and music in a more professional sense. So this project is also my own First Touch with the love of my life: Music. And it truly was a Happy Accident — the creation of this brand name. Little did I know that the line of thought leading me to “Firstouch” actually referred to a common ritual among some couples before their wedding, as part of certain pre-ceremony photography traditions.
Finally, a funny little story that shows just how unpredictable the creative process can be.
Whether it’s a brand, a product, or anything else. This whole intimate framing — the symbolism, the tradition, the angelic connection of the “First Touch” — even inspired what became the brand’s first logo.
When I showed it to a friend, he asked: “Is this for a funeral service?” 😹😂
Well, I knew the name was solid — he actually confirmed that immediately. As for the logo, though… let’s just say it needed rethinking. Maybe a little less Christian, a little more bohemian. 😂 But that’s a story for another post.
For now, here’s the story behind the name — and the two logos that came along for the ride: the funeral service one, and the current (final) one.