AYKUNA
Aykuna approached Vicii Studio seeking a refreshed digital presence that matched their grand vision as an ultra-luxury fashion brand based on a story of warrior-queens that earnt themselves the place to be on top. They needed more than just a mere branding they wanted to establish an institution, a story full of tradition that gives a deep and unforgettable impression especially to those who adores the haute-couture world of fashion.
Our creative exploration took us on a symbolic voyage. We traveled from the vast, open steppes of Mongolia, capturing the spirit of its wild horses and intricate patterns, to the serene gardens of China, borrowing the subtle beauty of its ancient art. But we didn’t want to create a museum piece. We brought these inspirations back to our studio and introduced them to the graceful spirit of European abstract art and the clean structural lines of high-fashion.
Our process began with a deep dive into the concept of "modern heritage." We explored the rich visual tapestry of Mongolian and Chinese traditions, not as static relics, but as living languages of art. We then filtered these powerful motifs through a lens from both contemporary and long-established tradition of European elegance and rich history. The goal was to create a design ethos that was immediately recognizable and emotionally resonant with their audience.
We developed a core brand narrative for AYKUNA centered on the “Sovereign Queen.” This informed every aspect of the project.
Brand Identity: The AYKUNA logo and wordmark were designed to be clean and versatile, allowing the product patterns to shine. The "A" emblem subtly hints at both a mountain peak and the point of a compass, signifying a journey.
Product Design: For the silk garments and handbags, we created a series of signature patterns. These designs fuse the strength of Mongolian equestrian motifs with the delicate intricacy of Chinese silk painting, all balanced by bold, abstract color fields reminiscent of modern art.
Visualization: Using photorealistic rendering, we produced a suite of product and editorial images that established a mood of quiet confidence, natural elegance, and artistic luxury, setting the brand's tone from day one.
Through our strategic and creative partnership, we equipped AYKUNA with a powerful, multi faceted brand toolkit. The launch was not just of a collection, but of a complete and compelling brand world.
AYKUNA is now positioned to capture the imagination of the modern luxury consumer, armed with a unique narrative, a versatile visual identity, and a clear brand ethos. We successfully translated a conceptual vision into a tangible, market-ready brand, establishing a strong foundation for long-term growth, customer loyalty, and a lasting legacy.
