"sober" stands for no-nonsense minimalism with a focus on the importance of body care for men. The name is not just a reference to the purist “made in Berlin” design concept, it is also shapes the company's clean care philosophy and its practice of not using any harmful or superfluous additives in its products. Such priorities coupled with sober’s back-to-nature approach became the leitmotif of the marketing concept and packaging design for the sober men’s care line.