We were approached to help create the brand for a male orientated candle company. We created a name that would look at home in amongst other luxury brands in the sector, but that was unquestionably masculine.
The architype target consumer we envisaged was the ‘work hard, play hard’ type who hits the gym straight after a hard days work. Elsker is Danish for ‘love/adore’, and Brawle is an abstraction of the English term ‘to fight’. We thus managed to create a ‘Love and War’ type duality to incorporate into the brand identity.
Scandinavian design wasn’t only an influence in the naming process, but informed the design process too. We ensured that the principles of simplicity, minimalism and functionality informed every design decision we made.