Ermächtigen means to "empower" in the brands native country, Germany.
The naming project was perfectly aligned with the brands voice and beliefs.
We wanted to introduce this into the design.
Our challenge was, how to associate a symbol with a verb?
How to express movement, growth, freedom?
Empowerment is a very strong word, it has enormous meaning.
How can we tell 1000 years story in a small graphic element?
After countless brainstorming and research, we arrived to the butterfly and its
metamorphosis. Perhaps one of natures most incredible phenomena.
We believe butterflies go through the ultimate empowerment process.
From crawling on the ground to flying into freedom. A simple and yet
magnificent creature, that is known in all 7 continents.
The slogan "Undress yourself" is a message to deconstruct all society expectations,
to peel all unwanted standards, to dismantle anything that that is not of your choice.
