Minaret Rebrand & Name Change

Minaret Rebrand & Name Change

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.

Minaret MTN has been rebranded to Laek

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.

Laek Outdoor Brand

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.

Laek Pronunciation

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.

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  • Swim 🏊‍♀️, Wash 🫧 Refresh💆🏻‍♂️, Dry🔥🙌🏼- Repeat… It’s the Laek way to Fun & Adventure.
    Semper Fi 🇺🇸😎

    Nathan K Johnston on
  • No matter how rejuvenating the bite of the cooling waters of your adventures will be, wrap your priceless memories in the warmth of your favorite adventure / beach towel.
    Semper Fi🇺🇸

    Nate J on
  • I like the name as it perfectly reflects depths which could be depths of places or depths of adventures. It is catchy and would not be easily forgotten.

    Laura Emerson on
  • Congratulations to our three giveaway winners:
    1. Caitlin Cacciatore
    2. roger braddy
    3. Amanda

    We will email you in the coming week about your prize.

    Laek Team on
  • I have to say we deal with outdoor gear and a regular basis. I run a outdoir behavioral health program… Wilderness therapy program for at-risk youth for shower’s office here in Southeastern Massachusetts. I love what your company represented And I also understand your difficulties so the older brand. Person I think this is a great idea and great name choice!!! I look forward to seeing more from Laek!!! Keep up the great work!!!

    Mike on
  • Laek! To your new name—let’s eat caek!

    Adrienne Parker on
  • I have loved Minaret since I was gifted with a thermos. That thermos goes on winter hikes and keeps my tea hot. I’ve even purchased some for friends. I’m looking forward to the new brand and products that will come with it!

    Erin Renninger on
  • Great reason for a rebrand!

    Bob Durstenfeld on
  • When this naturalised South Corean diaspora American package designer first learnt about the renaming, the presumption on Laek was it possibly being all things we need to take with on an outing to a lake. Minaret will be missed, for the tri syllables are of familiarity to Coreans and also brought the imagery of a triple peak. Laek will be embraced, for it holds bold energy. I hope the transition runs smoothly as the sound of minaret had.

    Jc on
  • I love the new name. It’s catchy and evocative of the great outdoors.

    Rebecca S on

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