dm can do more than just beauty. dm is water.

With its own range of soda makers, the successful drugstore chain is taking yet another smart step with the next private brand.

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As one of the largest drugstorechains in Germany, dm is known for its variety and number of own brands. Now, well-known brands such as Balea, alverde and Denk mit are joined by a self-developed soda maker and a wide range of accompanying products.

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The aim: to make a standing with this new private brand on a market dominated by SodaStream – a brand that has built up its awareness over the years. Clearly positioned and up for a challenge: that's the way to go. dm needs a name that could be registered as a word mark and easily remembered. And, above all, conveys the dm values that customers appreciate so much: quality that is affordable for everyone. A name that does justice to products that are sustainable, practical and delicious.

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A name development up to high standards

There's the aspiration to be semantically, phonetically and emotionally convincing. To be relevant. As a foretaste for more. With Ivorell, joie de vivre now bubbles up into customers' everyday lives. A name that reflects the brand's self-image and convinces the target group. Backed by the appeal and expertise of the dm umbrella brand, it can literally make a splash within the competitive environment.

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Naming a private label: as authentic and approachable as ever

Ivorell creates communikative relevance within the umbrella brand – because the name lets the brand stay true to itself and meets the expectations of the target group.