Where Does MINRL Come From? The Story Behind the Name

Every name has a beginning. Ours started with a word: mineral.

We were looking for a name that could express the essence of what we do, the connection between jewellery, matter, origin, transformation, and time. Minerals are part of the natural world, they carry within them the presence of metals, stones, textures, colours, and geological memory. For us, the word mineral felt close to jewellery, but in a more essential and organic way. It spoke about material before it became form.

At the same time, our brand was born from a mix of cultures and languages: Colombia, Italy, and the UK. We wanted a name that could move between different places without belonging entirely to just one language. A word that could feel familiar, but also slightly abstract. So we started removing some vowels, mineral became MINRL, pronounced /ˈmɪnərəl/.  The gesture was simple, but meaningful. By taking something away, the word became more graphic, more direct, and easier to recognise. It also became easier to use online, helping us find a clear digital identity and a domain that could belong only to us.

In this transformation, the name became less descriptive and more like a symbol, the same idea continued into our logo, designed by our Swedish friend Veronica Haglund Torres, graphic designer and creative behind Design by Vero. Her work focuses on brand identity, editorial design, packaging, and visual communication, combining clarity, creativity, and thoughtful detail. For us, working with someone who understood both design and friendship made the process even more special. The logo was not created only as a visual mark, but as a way to translate our identity: multicultural, minimal, material, and precise.

Like our jewellery, the name and logo are based on subtraction, balance, and intention: MINRL is a word reduced to its structure. A name shaped by different languages. A small sign that carries our relationship with matter, design, and origin.