Yes I think the name Hipmunk and cutesy positioning works in a sense that it seems small and relatable, a counterpoint to a lot of their competitors branding.

Yes I think the name Hipmunk and cutesy positioning works in a sense that it seems small and relatable, a counterpoint to a lot of their competitors branding. As a challenger brand I think 'hipmunk' works better than a generic non-emotive name would.