As they mentioned prior. Pick a name that you won't mind being called. This is one of the most important things since it will be your brand and everything. I chose coffee cause I'm passionate about coffee, I can make lots of jokes about the name, and its really simple and easy to remember. So with that said you have lots of options, a name, a place, object, some random characters. Anything is possible, but I do tend to think shorter and simpler is better, at least when it comes to future branding.