sometimes best naming for a new product or brand is a bet on simplicity. Artek has recently launched a new product line to complement their timeless, iconic furniture, and this new collection is called abc, or the alphabet of living as signed off.
Quoting Artek introduction:
The products of the Artek abc Collection serve the small needs of daily life and please the eye, bringing joy to the everyday.
Within the abc Collection, most notable to me is the stationary product line. Designed by Mark Kiessling and Birthe Haas, the series of notepads and posters are conceived as a beautiful medium for observing, planning and thinking, and enriched by insipiring quotes from Artek.