Rebranding Part One: The right name
Building a brand takes imagination and vision. It requires answering questions like "Why are you doing this?" or "How will it help others?" which, at the early stages of most projects don't have clear answers. Getting to the core of a business takes time, feedback from strangers, and lots of trial and error. What matters is to start somewhere. Hamaka is our first attempt, and we hope it will re-shape itself until it becomes what we hope for.
The Challenge
The difference between setting off on an adventure vs going on an expedition is in the planning stages. A man could not walk across Antarctica alone, unassisted without a plan. The surprise factor will always be there, but the more you think of possible scenarios, the more enjoyable the journey. We tried to think of many different outcomes, but only time will tell us where to go.
Finding a business name can be one of the most challenging aspects of starting a new business. You don't want to spend a lifetime looking for the perfect one, but you want to plan for the best and choose a name that would survive the test of time. You also want it to mean something to you and not have a thousand other businesses with the same name, originality matters!
We were looking to create a new brand identity that would speak about our South American roots and how we want others to feel when interacting with our future creations. A name that would relate to our past, present and future. Since a lot can get lost in translation, it needed to be easy to pronounce in Spanish (our native language) and English, recognizable, and that would bring good memories to most people. We've always been lovers of the great outdoors, and it made sense to speak to that as well. We wanted our image to be friendly, playful, adventurous and bold, with a dash of elegance.
The Options
The process began with endless lists of words, feelings and memories that took us back to faraway lands while opening magical doors to imaginary futures. Some of our top picks included Aguas, Wondering Canoe, Hammock Chronicles, Crossroads, Detour, Oceana, Passage, Provenance, Unfold, Sway, Traverse, Wayfarer, and many more. Simple Google searches started eliminating some of those options because hundreds of other businesses felt inspired by them long before us.
Eventually, one of them felt right, and it got stuck in our heads. Hamaka, the Caribbean root word for Hammock. Which combines our Venezuelan origins with our love for the outdoors, many travel memories through oceans, savannahs and mountains, a sense of peace and happiness!
The Lucky Peach
The word Hamaka, pronounced ha'ma.ka comes from the Arawakan language family developed by the ancient indigenous peoples in South America. Its literal meaning is "stretch of cloth," and they were originally made to rest or sleep. One of the reasons that hammocks became popular in Central and South America was their ability to provide safety from insect stings or animal bites. Hammocks were woven out of tree bark, which was eventually replaced by sisal fibres, cotton, rope or other materials and suspended between two or more points. By hovering their beds above ground, natives were better protected from snakes, biting ants, and other harmful creatures from the jungle.
In Venezuela, entire villages raised their families in hammocks, and after the Spanish Conquest, hammocks were adopted by sailors, soldiers and explorers to enable comfort and maximize available space. We can say that hammocks became part of our cultural heritage, a gift from South America to the entire world. It clicked the first box for us, as a reference to where we come from.
Today, hamakas are mostly associated with relaxation or as a lightweight bed on camping trips. They're often seen as a symbol of summer, leisure, and simple living. Which checks our second box, related to enjoyable futures. We believe hammocks are the best place to read and be mindful. They provide a sense of safety and calmness thanks to their constant sway, inviting you to be present and free of all worries. We grew up using hammocks everywhere, from the beach to the mountain, jungle or backyard. We have unforgettable memories swinging in colourful hammocks with breathtaking views (we chose to ignore mosquitos for the purpose of this story). We are confident that we will create many more hammock memories in the future, some with dreamy landscapes and some with excellent books.