I like the distinction between tools and products here.

If it's a product, by all means think about brand including a creative name. Might be vaguely related to the service, like YouTube, or completely wild, like Starbucks.

If it's mostly a tool, being descriptive is just good SEO. You are not ever becoming a "household name" with a recognizable name when you are just supplementing a library supplementing a framework (or similar), and there is no reason to strive for that. "Django REST framework" shows up naturally when I google "django rest" and that just benefits both sides.

If you are in between the two, opt for the middle: TweetDeck, MailChimp.

That's my two cents anyways..