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
I love the new name. It has a beautiful flow.
I think the name change more fitting with your products. In any event, whenever I see an enamel mug I think of hot black coffee, a cold night, over a campfire: perfect as Fall is upon us. Good Luck!!
I like the new name. Great concept. Awesome products.
I love the rebranding idea! You guys clearly are smart businesspeople. It’s important for your name to be easy to understand and search for. Plus, it’s an awesome name! Lakes are beautiful just as mountains are. I love the whole outdoor vibe and that the brand can be used in all kinds of conditions, especially since your followers are diverse outdoors people!
Lakes are one soulful way I journey into moments of serenity.
Now even more so with the creative help of the folk at LAEK.
Love It!!! TU
This is absolute forward thinking. Getting way ahead of an issue before someone decided to blow it out of proportion. Love the new name.
The new name is catchy and embodies your stated mission. When I see it written, I think out doors. Good luck with the rebrand.
Never heard of this line of outdoor clothing. LAEK makes me think of the outdoors. Looked at some of your pictures and I am Not much into the outdoors I just like the look of the apparel
Interesting. I like to walk and want to get more ‘outdoorsy’ so I’ll have to check out your products. I like your new name… catchier and easier to remember!