Imagine you created a suite of Microsoft Office-like business tools that you named "Tiger", for whatever reason. Then you named the word editor "Growl" (to vocalize, i.e. talk), and the spreadsheet program "Stripes" (because stripes are like columns). Then when you create the presentation/slideshow program you are struggling to find a Tiger-esque word to apply to the concept of the software so you use a word like "Paws" (I guess you can "pause" a slideshow...) simply to keep with the Tiger theme.
I'm specifically looking for a way to describe the process or the resulting set of words when the theme has been over done and the associations have become tenuous, meaningless, contrived.