If you have a good idea of their product and consumers, it is better to think) firstly, to analyze some of our foreign competitors — if you need to stand out among the crush, the concept is one, if it is necessary to reveal the advantages of the relatively new product — another) can be a useful reflection on the issues in the TOR or brief on the naming.
And don't overestimate the keywords — does the site with the art subjects are not taken seriously, if the domain name will not be these 3 gay characters(who are already who are just not used in the naming)