A private brand that speaks to all senses

At the beginning of the 2000s, there aren't as many big lingerie brands. Underwear is a private matter. However, there are already several online mail order companies — yes, we can hardly believe it ourselves — and with them a growing desire for brand names to inspire target groups buy both digitally and locally.

OTTO is launching a new private brand, too. One that's going to be the next big thing. And one whose development requires a great deal of emotion: being about anything that is worn directly on the body.

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Seduction has a name

Lingerie, swimwear, men's underwear and stockings must be covered. Perhaps at some point, jewelry and watches as well. And what was that? Even perfume and cosmetics? No problem for us.

The name should imply many things at once. Style and sensuality. Likeability and legitimacy. It must perform internationally — as a domain, trademark and without negative associations.

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Brand strategy? Check. Name development? In full swing. But that's not all: throughout the process, we need to research, research and research again. From trademark law to linguistic checks and market screenings: one name passes the test.

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Hear the name on your lips

Lascana wins the race: the brand name appears a bit lascivious and playful — and, at the same time, signals high quality. All this only by way of the right tonality and the interplay of letters and sounds.

And today? The brand turns umbrella brand itself: for instance for the new sub-brand LSCN by LASCANA, which appeals to a “young and young-at-heart” target group. After all, if you look close enough, Lascana will almost rearrange into "casual".