At ELTjam we take our brand seriously. Extremely seriously, in fact. We take it so seriously that whenever a conversation opens up pertaining to our brand, all those present are required to sit cross-legged on the floor until the discussion has ended, and eye contact is discouraged out of respect. Thus, showing how truly serious we are about our brand.
That embedded seriousness doesn’t discourage us from wanting to evolve and extend the brand’s appeal, however. In several of our cross-legged brand meditations, talk has turned to the need to stay true to our founding principles, whilst also being able to play with the core values as we want them to be perceived by our customers. In short, we felt it was time to uncross our legs and bring on a full rebrand.