For internal/personal stuff that will never be published, I just give it a generic but descriptive name.
For stuff I actually intend to publish, if the intenral approach results in a name that appears to be unique enough to not cause any confusion, I just use it. Otherwise, I come up with some word or phrase that seems to fit the project, and then try to find a linguistic permutation of that that I like (IOW, try the same word or phrase in other languages, try it with various synonyms, etc).
In most cases though, I use a temporary name based on the internal approach until I actually get to the point that the project is most of the way done.
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