Some more ideas; NAME REVISITED

Ave (Latin= hello:)

First of all, I like the ideas of both Seneka and Epicurus. Why do not we go for both of them? As I suggested, we can have a "shop with ideas" where our audience could browse and buy our "products", i.e. our selections of philospohies&theories regarding simple life as opposed to conspicuous consumption.
I have a visual idea for interactive images with a scrollbar. When image gets clicked a product description comes up on the side- drafts will be posted ASAP to give more detailed view. I did such Flash tutorial some time ago and it was fairly easy to apply.

Secondly, I came up with some ideas for a name of the product (somehow I don't really feel happy with simple VANITAS).

Some theories first.

According to Marcel Danesi (2006) the more associations a name causes, the higher the connotative index (CI). In order to check what is CI of a particular brand cosumers are asked what they connote the name with. As Danesi writes, the higher CI, the greater its psychological force.

What is more, there are some features which help in improving the CI. For instance, a letter X in the name, such as in EXXON (previously ESSO). According to Danesi's research, new name "sounds like it's going to last", "is exciting", "sounds like adventure" (p.39). On the contrary, the previous name- ESSO was described as "soft", "smooth" and "steady" and it evoked much less associations.
Danesi (2006) deploys several examples to emphasise that "the brand names with letter X seem to tap into the reservoir of connotative meanings in a largely unconscious fashion" (p.41). "The letter X is associated with youth, danger, and all the X-citing things" (p.40). Danesi (2006) provides a list of cultural meanings associated with letter X, for instance thge Roman number ten, a symbol for Christ or the unknown especially in mathematics. Similarly letter Z- it is also "power-sounding".

Brand names can be also amalgams consisting "of two or more morphemic parts, each one suggestive of a specific word." For example, Fruitopia=Fruit=Utopia or ViraMax= Maximum Virility (Danesi,2006:50-1).

Baring in mind the above, here my candidates:

XTRAVANZ- extra+vanity+Z; brings associations with extravagant, extravaganza. I quite like it.
VANITRA, VANTRA, VANITRANZ= vanitas/vanity+transience+Z to make it look
VANITAZ- its obvious; sounds a bit street-wise
XTRAVAN- extra+vanitas/vanity, googled it and there is already a company named in this way. It's not surprising that they hire "xtra" vans:)
VANX- vanity+X
TRAVANX- transience+vanity+X

If I come with some more, I will post them here as well. Please think about these and give a shout when you come across the most suitable name.

Best,
EB