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
Reminds me that “The best laid plans…” All the work and thought to be tripped up by a simple confusion. Good for you for not giving up & finding another path.
Life is Ever Changing, Constantly Evolving, So many new things to do and try , So many places to see, So many adventures to take, So much to explore.
I think you captured this with your Rebrand not only as a business but as a customer as well which is most important. To provide amazing products for everyone’s next adventure. So Thank you
I’m going to miss the Minaret name, but I’m also fron the west coast so I knew where the neame came from. Laek is diffrent, but it’s catchy. Looking forward to the evolution. Hope to see some positive things in the future
I love that new name! I am looking forward to spending some serious time outdoors in the next few years and your products would make for excellent additions to all the gear I have gathered already. I can just imagine myself relaxing by the lake with a hot beverage in a LAEK cup.
A new name brings a change in fortune and the future. Wishing you the best.
I must admit, as someone who loves the minaret products, I was a little at odds to hear about the rebranding, but now that I know the “why” behind it, it makes perfect sense and I am thrilled that Minaret as a company listened to their customers concerns and took them to heart. In a world where companies care more about the bottom line it’s refreshing when one puts their focus on customer satisfaction and quality product, rather than lining their pockets and for that reason, I am proud to support your company. I really think the new name is fitting and I can’t wait to see what new products emerge going forward.
Besides making great products it seems your a very talented writer and story teller. Thank you for taking the time to share all the backstories behind the rebranding! As someone who already loves the Minaret quality and products I can’t wait to see what’s coming next with Laek. Awesome choice of names. 😊
I can only imagine what a huge decision this was. I like the tagline, “A unique spelling for a unique company”, which presents the new name with a sense of confidence and optimism, a great way to start something new.
Had a feeling this was coming. Love the rebrand and the new name and typeface is awesome
Yes, I agree with the name change. Now it has flow and and a simple symmetry. Great job! Thanks and good luck too.