Why we chose the name Drift for the brand.
Drift is both a noun and a verb. In the early 14th century it meant “being driven” (at first of snow, rain, etc). The word “drift” comes to us from Middle English (‘mass of snow, leaves, etc.’), originally from Old Norse to mean ‘snowdrift, something driven.” Later used from Middle Dutch to mean “course, current” or “to float or be driven along by a current.”
At the core of our brand strategy is the brand name. The “Drift” concept is the most powerful force in the product. We leveraged it to draw our audience into a close, committed, and empowering relationship. By infusing the essence of drift into everything the brand does, we are able to tie an experience to the brand that deepens how people think and feel about themselves and their well-being.
Nature: Sand, beach, desert, landscape
State: Mindfulness, wellbeing, relaxation
Magic: Curiosity, awe, wonder, captivation