London-Based Insure A Thing Rebrands to Laka

Emerging London-based bicycle insurance scheme known as Insure A Thing is now known as Laka .

Insure A Thing.

Laka.

Insure A Thing.

Laka.

You get the point. Also, according to the company’s LinkedIn profile, it still plans on offering “cheaper, fairer and more transparent service, starting with high value bicycle insurance launching in 2017.”

“How do you tell your customers that you are different from the insurance industry if you even carry insure in your name? How do you bring across that you do not just insure things if that is your actual name?” – says cofounder Jens Hartwig in his recent blog post explaining the redesign. “The meaning we liked the most is derived from Hawaiian Mythology. Yes, you heard right. Laka, is the Hawaiian goddess of prosperity and hula dancing. It’s out and everyone knows it.” 

Well, I had a different association.