I like lots of different styles of names, I promise, but all of my favorites from CES this year are short, suggestive real words. Check ‘em out:
“Sail” is a new rowing machine from fitness equipment company FitTransformer. I love the image this name creates — rowing so smoothly it feels like you’re sailing.
“Flint” biodegradable paper batteries, made with water and cellulose. This name was announced a while ago, but I still love it. Okay it’s a little ironic that lower-case flint is known for being used to ignite a spark, while an important feature of these batteries is that they’re less likely to explode than traditional ones. But if you don’t overthink it, the simplicity of this name aligns very nicely with the simplicity of making batteries out of water and cellulose.
“Index 01” smart ring, which I mused about here.
“Subtle Voicebuds” snagged my attention with both their company name (Subtle) and their product name / descriptor (Voicebuds). In a world overwhelmed with people loudly talking on phones — whether on a work call, social chat, or talking to AI to control your devices, set a reminder, ask a question, etc — Subtle aims to reduce this chatter to a whisper, while also blocking out all background noise. Subtle is a beautiful and striking name in a loud world. And while it is somewhat specific to the intent of their current technology, they could likely make it work atop other technologies and products, even if their scope changes significantly. “Voicebuds” is also a lovely descriptive name for these earbuds which are designed for speaking first, rather than listening. Due to being so descriptive, this name will likely not be protectable as a trademark (in fact, a hearing aid company already uses this name as a registered trademark for a similar product), which was hopefully a carefully considered decision on Subtle’s part.
“Throne” toilet computer is probably my least favorite product at CES 2026 ever, but I have to admit I love the name. It’s not really relevant to the technology itself, which tracks digestive and hydration patterns for a better understanding of gut health and urinary wellness. But given its inextricable tie to the toilet, it totally works. They’re using Throne as the product name (“Throne One,” in full) and the company name, with thronescience.com as the URL. Throne Science actually works nicely even if they expand beyond toilet-related tech into other healthtech. While “throne” has a cheeky toilet tie in context, it’s also a serious, regal word that wouldn’t have to pigeonhole them in the pottyverse.
That’s a wrap on CES for this year!