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
What a great example of sticking to your mission, listening to your customers, and being willing to adjust when needed. Best of luck on the rebrand! I am sure the new products will be amazing!
The decision to rebrand is huge and takes a lot of courage. There is always a reason why companies rebrand and usually it’s to be more true to what their product or service is and to directly connect with the customer. This is a great idea and I’m excited to see where the company goes from here!! Good luck. Cheering you on, along the way
Love this. Well thought out, well written and the heart behind all of it is inspiring. Looking forward to it!
i had an art gallery / studio, Caledonia, when i started in a new location the newspapers printed it as " new Caledonia" which is a different geographical place entirely. i can understand the confusion and realize sometimes things need to change for public perception. i wish you all the best under the new moniker.
Minaret’s marine raiments remain sales in lake Laek!
A fresh taek on laek!
Great Products being offered by a company with passion and desire. A company with the future in mind.
Interesting story on how the new name came to be, especially since I had immediately jumped to the word “lake” upon seeing it. How is it pronounced? Lak, leak or something else?
This is really cool, and I do like the new name. Looking forward to more of your teams evolution.
Takes humility to make such a big change but I think it’s very cool 🙌🏼 Love the new name.