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Marina Cighir had a mission; to combine her two passions of home fragrance and high-end design and to create a home fragrance and decor that embodied ethical and sustainable practices with uncompromised design.
She had sourced award-winning designers and French "noses" to create individual scents which she placed into Murano Venetian glass, hand blown glass holders from Venice. They were designed to be repurposed once the candle had finished, but to always draw the customer back into the original scent of the candle.
Our task was to develop a brand and visual identity in keeping with the Venetian heritage that would appeal to an international audience.
Aina Kari
BRAND NAMING
We took the brand name, Aina Kari, from a Persian architectural decoration with 15th Century origins in Venice, where Italian glassmakers produced small mirrors by cutting open blown glass cylinders. Armenian silk-traders would then buy these decorations and return to Persia.
Aina Kari pays homage to the beauty of the Murano glass, keeps true to Marina’s Italian heritage and introduces a global reference.
VISUAL IDENTITY & BRAND NARRATIVE
We incorporated hints of Venetian red juxtaposed with the soft cream and warmth of deep green throughout Aina Kari’s visual branding. A tailored colour palette highlighting Marina’s heritage subtly reaches customers at each touchpoint and creating a visual identity synonymous with the brand.
Aina Kari’s brand language needed to showcase the combination of Italian design with international artisans. We established core brand pillars to anchor the voice and messaging to, and built key words and phrases steeped in emotion, to play on the romanticism of the Italian language and the whimsical design of the Venetian Murano glass. This messaging and undertone flows through the brand and portrays the core ethos of inclusion and alluring design.
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OUTCOME
HYD Studio crafted a beautiful brand in Aina Kari that has gained a global following and loyal customer base whilst enabling Marina to establish partnerships with online platforms and leading international stores, where Aina Kari is regularly sold out.
Finally, Marina recently received the sought after Positive Luxury Butterfly Mark in recognition of excellence in efficient packaging design, circular economy, sustainable suppliers and community involvement.
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