dm can do more than just cosmetics and 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 drugstore chains in Germany, dm is known for its variety and number of own brands. Now, well-known brands such as Balea, alverde and Denk mit will be joined by a self-developed soda maker and a wide range of accompanying products.

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 needed a name that could be registered as a word mark and easily remembered. And, above all, conveyed 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.

A name development that followed many standards. With 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.

As authentic and approachable as usual: Ivorell creates communicative relevance within the umbrella brand — because the name lets the brand stay true to itself and meets the expectations of the target group.