This article explores the creative use of unconventional spelling in brand names. Using insights from the indexical approach to the linguistic construction of identity, it demonstrates how unconventional spelling produces a myriad of effects and meanings, which in turn help construct brand identities. First, it identifies the various strategies of unconventional spelling, investigates their potential to convey distinctiveness, and examines other effects and meanings that they produce. It then presents a case study to further illustrate how unconventional spelling works with other marketing materials to create a unique brand identity. Unconventional spelling, because of its polarizing nature, can be a risky resource for constructing brand identities. Not only does this study contribute to an under-researched area in the sociolinguistics of orthography, but it also broadens the range of identities and linguistic resources examined in the sociolinguistic investigation of identity construction.