Formerly Known As”: Honoring Haeckels’ Bold Next Chapter
In a world where change often feels superficial, the story of Haeckels reminds us of the real grit it takes to uphold values in the face of complexity. This week, Dom Bridges and his team have embarked on a radical journey: moving forward without the name that defined their brand for over a decade.
Haeckels’ roots go back to 2012 in Margate, where sustainability and natural beauty met on a very real level. The team created products that resonated deeply with locals and eventually, a worldwide audience, always staying grounded in the environment that inspired them. Yet, in a bold act of introspection, they’ve decided to shed the name that, while historically significant, no longer aligns with their values of inclusivity and care for all people.
This isn’t just rebranding; it’s a statement. The decision to become “Formerly Known As” for the next year is a rare invitation to their community—an opportunity for conversation, growth, and collective identity-building. As Haeckels explores what this next chapter holds, their temporary motto, “It’s about all of us”, speaks volumes, anchoring the brand in a renewed dedication to people, planet, and integrity.
Some changes may be unexpected: packaging adjustments, product evolutions, even pricing recalibrations. Yet, they’re intentional, meant to make products not only environmentally sustainable but also economically viable for the future. Their forthcoming Citizenship Program, rewarding responsible use and waste reduction, further highlights this shared mission.
In all of this, Haeckels is reminding us of something bigger—that business can be a journey of constant growth, deeply intertwined with community values. At Compendia, we are moved by this courageous choice. It’s a testament to their resolve to uphold meaningful change for all. We look forward to walking with them through this path of reinvention, inspired by their vision for a future rooted in integrity, care, and community.
Read at www.haeckels.co.uk
