Harkel

Creating a modern name for women's retro fashion brand.
What we did

Harkel creates fashion products that are inspired by the elegant shapes and flattering lines of the 1940s/50s but with mainstream appeal. It adds a splash of vintage individuality to the daily wardrobe for women. Our naming team were briefed to create a name for this online, retro brand.

During our discovery phase, we discussed how the name needed to capture a sense of fun and energy. This was a flattering fashion brand, with a retro twist. We all agreed that the name should be evocative or experiential. It needed something that was short, fun and bursting with personality.

Following our naming process, the selected name was Harkel. It’s a combination of the word ‘hark’ (with its associations with ‘hark back’ and a time past) and the word ‘sparkle’, which reflected the fun and bright personality. Harkel is both retro and modern and fit for young women who are looking for fun and unique styles to wear.

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We dig deep to discover tangible benefits at your brand’s heart. We then use insights and ideas to build your brand and shape your reputation. But we always start with a simple question: what do you need?

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