This month Libertine officially crossed over the 10 year mark. A lot of you probably know we also been going through a lengthy renaming. After years of fighting for a new trademark I am able to finally share our new name we will be switching to in 2025. The renaming was spurred on by some legal issues the with name Libertine. I started this brand in design school with no real idea of how large a part of my life it would be. I was young and full of hope and dreams but didn’t do nearly as much due diligence in naming as I could have. Lesson learned.
I am so grateful for the name Libertine to have carried this brand so far. The name Libertine is something I have felt a little less aligned with over the years however. To me it inspires a curious and sensual rebellion. A snarky middle finger to convention and while that was the energy fit perfectly with the brand early on I think it has grown beyond it’s teenage years.
Holding up a middle finger to the world can feel great. Telling the world exactly what you think is wrong can feel great. Eventually though, I’ve gotten a little tired of always giving my attention to what I don’t like and have wanted to feel I am building what I want to see. To tell my story another way.
Scent is different way of experiencing the stories all around us. In other words it is a reframing we can use to make the world shine more brightly. It can be a way of helping retell our own stories.
With that I am happy to announce that our new name, PARAPHRASE.
As we have spent the last decade retelling the stories of nature into scents and providing a scented background for people to explore their own stories. I am excited for this name to carry the brand through the next ten years and beyond.
I want to specifically thank Tracy Wan of @invisiblestories for helping me come to this name years ago now. As well thank you to L.C James of @nearlynoseblind for help with some beautiful copy related to the name Paraphase as well as helping me see a ton of possibilities.
We have some announcements about some of our current scents upcoming but rest assured nothing major is changing. Also the packaging for Paraphrase will be as close as possible to it's current form. We are trying to rock the boat as little as possible as we chart a new course.
I expect these changes to fully take place by Jan 2025. We will slowly work in the new Paraphrase packaging as things begin to sell out towards the end of the year.
