How To Present Names
How does one present new brand names to a client? Carefully!
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Skogluft!
You remember hygge, of course: the Danish word that denotes cozy comfort and deep contentment in everyday moments. May it live forever! Now make room for the Norwegian practice of skogluft, bringing the healing power of nature — specifically the forest — into your everyday, mostly indoor life.
According to Jørn Viumdal, author of the book (wait for it) Skogluft, humans are not evolved to spend 90% of their time indoors and suffer for it: from chronic fatigue to flu-like symptoms to overall depletion of the immune system. His system of “forest air” was inspired in part by experiments Nasa has conducted on the absorbing power of plants to counteract harmful atmospheric gases. It also echoes the Japanese health practice of shinrin-yoku, or “forest bathing”, relieving anxiety and depression and boosting immune response by simply spending time in the woods.
Here’s to more nature!
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