The idea for a dozen eggs came from a warm-up exercise used by the American choreographer Twyla Tharp. Her book, The Creative Habit, explores the nature of the creative process, not just within the world of dance, but across a vast spectrum of creativity. As Freud said,
Fran & Jo, founders of a dozen eggs, had a lot list of boring, corporate names. They were both reading The Creative Habit book, and came across an exercise titled a dozen eggs. Something about it felt right. It felt like it could attract the right types of clients; ones that appreciated creativity and weren’t too serious! It also began with an ‘A’ which was useful for directories in the early years. Whilst it took a while to get used to, the tone of the name settled well. a dozen eggs was born!