On every continent and in every kind of environment—in mountains and deserts, on plains, and near seashores. Varying greatly in both size and depth. Temperature, light, precipitation, and wind are contributing factors to the outcome. This is Laek, and these are the places we’re built for.
What is the reason behind the rebrand?
Our mission at Minaret is to inspire people to venture outdoors and embrace new experiences. The brand's name was initially inspired by the majestic Minaret mountains in the Sierra Nevada Range, which are renowned for their breathtaking jagged peaks. Unfortunately, the name was often associated with the Islamic term "minaret," which was not the intended meaning. This led to confusion and difficulty in searches and recall, creating an experience that could have been better for our customers.
Along with this factor, a unique name was necessary to better reflect where the brand is heading and our values. While our vision remains the same, our products are evolving, and we are excited to introduce our new brand name.
Why the name Laek?
I wanted the name to be related to words like depths, lengths, distances, locations, and diverse environments. Ultimately, those are the places our products are made for and the adventures we hope our customers enjoy. After months of thinking and research, I thought "lake" was the perfect word to describe those things, but it just didn’t feel quite right for the unique brand we’re creating. It needed to be catchy, short, memorable, and evoke emotion when seen. I believe that the word "laek" accomplished just that. What immediately stood out about the word when written out is how the “a” and the “e” reflect one another, creating a level of symmetry and intrigue. A unique spelling for a unique brand.
To be clear, while our products thrive in and around lakes, our gear is designed to be used in all conditions, making it perfect for any environment.
Aside from the name change, what else is there to look forward to?
We’re introducing new products that are practical and have a unique story behind them. We believe a product that tells a story leads to more stories being created and shared by its users.
Now, more than ever, we’re focused on using premium, sustainable materials of the highest quality. Building sustainably and ethically made gear will withstand the test of time so you can be confident anytime and anywhere.
Our product line is expanding rapidly, offering more choices to more people, catering to various adventure needs, and promoting new ideas.
Our customers have been and will always remain our top priority. To enhance your experience, we have taken a more thoughtful approach not only towards the products we create and materials we use but also how we communicate with you. We’re looking forward to sharing more about what this looks like as things roll out.
We hope you will appreciate our new brand and join us in our journey as we introduce new products in the coming days.
Thank you for your continued support!
- Jordan
PS: Most of our Minaret products are on clearance sale at up to 70% off if you want to get any before they're gone forever.
Comments
Such gravity in your rebranding. Definitely evokes a sense of wonder to explore, appreciate, protect and live as one with earth and beyond. …and off we go….
I absolutely love how much time & thought you put into the name , and rebranding . that alone shows how much you care about every single detail big and small . That’s such a great business ethic and unfortunately a lot of businesses have forgotten this .
Thanks for the read. I just think your products are awesome and I’d love to show them off! I’m rooting for you! ❤️
I like the pronunciation add but I must be special because it still makes me think of latkes. I thought it was lake also though as others did. Hadn’t heard of the islamic term either but it’s not of an interest to me. Great job and I like the font choice.
I’m glad there’s no fancy ungulots over anything, too many brands keep adding that to names that don’t mean anything phonetically, lol.
For those who asked, we have added the pronunciation! Thank you all for your wonderful support and comments. We really appreciate it.
I had never heard of the Minaret mountains. “Laek” is a catchier name.
Great name! I appreciate your explanation regarding the need for the change as well as the aesthetic consideration of the new name laek. Lovely and thoughtful.
I love the way you took your time and came up with the perfect name for all the places where all your Products can but used.
I love the rebranding. It is unique and stands out from the crowd. The concept and meaning is strong and makes it even that more meaningful.
Good luck on the rebrand. I look forward to reading more about your awesome products!