In Estonian, the word 'Särama' refers to the glow produced by certain objects when touched by light. Think of the moon's reflections on the sea. In the case of this brand, it poetically alludes to the Enlightenment that motivates spiritual practitioners.

The brand symbol is an octogram, an 8-pointed star with profound meanings in different philosophies and religions. The typography evokes the 1960’s when there was a massive exploration of Hindu and Buddhist practices aimed at expanding consciousness in the Western world.