Following a secondary research exercise, we proposed a name which resonates with the American market; one that communicates strength while being soft sounding. Known for its strength and endurance, the elm tree grows across most states in the US which makes it a familiar sounding name while the -ara suffix makes the name phonetically softer.
Together with Elmara’s founder we worked on positioning the brand and using the right tone that speaks to the target market through language and visuals. We proposed the line Turn any chair into an ergonomic chair as a promise that Elmara can truly convert your seating experience regardless of where that experience is.
