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The Best Estonian Company and Domain Names of 2025 Have Been Announced

This year, 80 name proposals were submitted. As in previous years, the candidates were judged in several categories: manufacturing and service companies, non-profit organizations, newcomers of the year, educational and cultural institutions, student companies, and domain names. For the second year, the competition also recognized the best Estonian-language trademarks and selected an overall public favorite.

In total, thirty names across the various categories were awarded. “When the requirement for Estonian-language business names was removed from the Language Act in 1996, the argument was that it would make the business climate worse. However, the long history of this naming competition — and the growing number of recognized names — proves the opposite. A beautiful Estonian name actually improves a company’s image and, in turn, the overall business climate in Estonia,” said Ilmar Tomusk, head of the jury, summarizing this year’s results.

From Language Learning to Craft Beer

The winners were:

• Tulest Tulnud (From the Fire), a handmade ceramics producer (manufacturing company)

• Heldeke!, a theater-bar (service company)

• Edusoon, offering educational support services (non-profit organization)

• Taga Targemaks, teaching Estonian as a second language to adults (educational/cultural institution)

• Tuum & Lõim, selling computer hardware and software (newcomer of the year)

• Köki-Möki, a student company producing non-alcoholic cocktail concentrates

• keelemeel.ee, offering language editing and communications services (domain name)

• Ehapuna and Tõrvanina, trademarks of Hiiumaa Pruulikoda (a craft brewery)

The public favorite, chosen by popular vote, was Kringli Ingel, a bakery producing baked goods.

The jury also gave honorable mentions to the following:

• Manufacturing companies: muhoov and Kringli Ingel

• Service companies: Lugu Loeb and Korralduskontor

• Non-profit: Loomus

• Educational and cultural institutions: Vaba Lava

• Newcomers: Kirilind and Klaastorm

• Student companies: Khuulhamõ and Viis Viisi

• Domain names: ortoteek.ee and terastamm.ee

• Trademarks: Lävel (also received a special prize from the Patent Office) and Susi AI (PÖFF’s AI-powered film recommender)

The Marketing Association’s (TULI) special award went to Valamulli, a wine importer and seller.

With Steam, But Without Anger!

For the first time, the competition also recognized the best slogans and name origin stories.

In the name story category, the winner was muhoov, a company that makes sweatshirts with local place names. Honorable mentions went to Kagu and Hürü.

The best slogan award went to the Kadrina Sauna Club for “With steam, but without anger.” Other recognized slogans included Tapa Municipality’s “Every acorn counts” and LapaDuu’s eco-friendly food wrap slogan “Beautiful for the planet – beautiful for the eyes.”

The competition, now held for the tenth time, is organized by the Mother Tongue Society (Emakeele Selts). The jury included representatives from the Estonian Internet Foundation, Institute of the Estonian Language, Estonian Language Council, Estonian Association of Small and Medium Enterprises, Ministry of Education and Research, Language Board, Patent Office, as well as professional language editors and Estonian language teachers. Junior Achievement Estonia and the Marketing Association joined the jury as new members this year.