Under the Lumiorava ("snow squirrel") brand, magnesium water is marketed from 2020.
Andres Randma, founder and head of the company, explains that the trade mark is, on the one hand, inspired by the white colour of magnesium, on the other hand by the increased vitality and physical capacity that it helps to achieve. "That's what our coat of arms squirrel symbolizes, who is extraordinarily capable and elegant for his tiny body," Randma opens the meaning of the mark.
According to Randma, the image on the trade mark is the logical continuation of the verbal part - a white pine cone. Several designers have contributed to the design of the logo.
Lumiorava has two registrations in the European Union - the trade mark LUMIORAV was first registered and now another name shape LUMIORAVA has also been registered. The last registration was made especially for the Finnish market - it was desired that the meaning of the brand would also be understandable for the Finnish consumer. Today, the company has already entered to the Finnish market.
"The registration of the trade mark gives us the certainty that what we build up and create is better protected. It also signals that our brand is completely different in content and quality from possible copycats," Randma is convinced.