Brand book

Carry your message

All the world’s a stage,And all the men and women merely players: They have their exits and their entrances...

William Shakespeare

Btand Concept Vision Mission Central theme Central value Added value Expressive value Angle Tone of voice Target audience Logo & Font Labeling Packaging Product guide Potential Collaborations

Table of Contents

Photographer: Mariano Vivanco

brand concept

“We are now, we are free, we are everything we want to be.” AYLI is an accessory brand that designs statement pieces for both men and women.

Each piece communicates a personal message through the work of artists with different fields of expertise who all make statements. These include designers, illustrators, gold/blacksmiths, photographers, animators, sculptors and taxidermists. The name AYLI is an abbreviation of Shakespeare’s play “As you like it”. The play features one of Shakespeare’s most famous and oft-quoted speeches, “All the world’s a stage” which is part of the brands vision.

brand concept

All the world’s a stage, and life an avant-garde performance.

Vision

Photographer: Sabine Liewald

Offering products that transcend gender, social and cultural barriers with a spirit of

experimentation and a touch of contemporary art.

Mission

- Carry your message -

The message that AYLI communicates to the consumer is:

Fortune favours the bold: Do not be afraid and never hesitate to reinvent

yourself through new, unexpected ways.

Central Theme

Photographer: Philippe Vogelenzang

- gender blending -

Why choose, if the best of both can be conjoined.

It is all about the product suiting your personality, instead of a role-model. This open-minded approach to fashion is adopted by the target audience, brands, and designers they admire.

Central Value

- unexpected -

The odd and the new are intertwined in AYLI’s products in an unexpected manner. The genderless approach towards AYLI’s products in combination with work the unique styles of the selected artists offer an unexpected combinations of art and fashion, and of product and individual. “Je suis mort sans surprise” Voltaire

Functional value

- unrestrained - The only one who can keep an individual from exploring is he himself.

Expressive value

Designer: Jordan Askill

- transcending barriers -

AYLI Continuously stimulates individuals to reinvent and enrich their personality by transcending

all kinds of barriers.

Angle

Tone of voice

- free of all fear -

Fortune favours the bold. AYLI commicates a clear and strong message with a bold tone of voice which intends to strengthen its reader.

Tone of voice

Artist: Gaida Yatzer

Unrestrained, avant-garde and fashion addicted creatives, who have no fear for the opinion of others. They believe that the only thing that can hold a person back in exploring, are his or her own boundaries. The world is a stage, and their life a perfomance. This conviction is expressed in rather subtle ways during daytime, and very strongly during the night, at parties and gatherings.

Their approach to fashion is very open-minded, free from gender. The individual should transcend role-models and free the homo-ludens* inside him. Due of this conviction they are the first to adopt the genderless approach towards fashion from Japanese , and Japanese inspired designers. *a playfull individual

Target Audience

Contemporary art is seen as a reflection of society and valued for its abstract approach to intricate matters. Art does not have to be easy to digest for the viewer, as long as a part of the intended feeling or emotion comes across. The connection between art, fashion, and trends in society is a fact for them and they consciously and unconsciously send out statements through their dress.

Logo & FONT

The name AYLI is writtin in ARUAL font type and is used in the following percentages: - 5% on letters from the company, - 10-15 % on packaging and pricetags. For headings Engravers MT in size 20 is used and for proza Garamond size 12. As a rule proza is 60% the size of headings.

ARUAL - B C D E F G H I J K L M N O P Q R S T U V W X Y Z , 1 2 3 456 7890

ENGRAVERS - B C D E F G H I J K L M N O P Q R S T U V W X Y Z, 1234567890

Golden ratio: 1,618The logo is designed according to the

golden ratio, an important ratio in art in general which is burned into our brain

as natural perfection.

LabelingPrice tags are 5 x 3 cm and have the tagline ‘ carry your message’ on it, the most important message AYLI wants to get across. Also, the names of the artists involved, and the name of the piece are mentioned. They are made of 1mm black cardboard.

Every piece comes in a black box that gives the feeling of buying a treasure. The size of the box

differs per item and is carried in four regular sizes. 15 x 15 x 10 cm , 15 x 25 x 10 cm,

20x 30 x 15 cm and 25 x 35 x 15 cm.

The meaning of the name AYLI is revealed to the client the moment he buys a piece and opens the

black, solid box through the use of a seal which says: ‘as you like it’. The logo on the box covers 11% of

the upper surface. The paper used inside is dark blue tissue paper marbled with gold and silver. The tissue paper can vary along with the artist that designed the

piece.

Packaging

The pieces that AYLI designs are all unique collaborations between the brand’s design team and who innovate and make statements through their work. AYLI’s design team selects creatives and sets guidelines for material use and size of the design. AYLI keeps watch over the entire production process to make sure the pieces meet the expected high standard and are in line with the brand philosophy and each other.

Product guide

AYLI choses, as an accessory statement brand, for clutches as its core product. Considering all the world being a stage, clutches offer an opportunity to carry your message to the pub-lic. All clutches are unique designer pieces.

felicity powell

Kate Mccgwire

felicity powell

Ismael Maghnouji

Thomas pawlik

Georgy Kepes

Daphne Wright

Christian Fontaine

Potential collaborations

The selection of artists that AYLI collaborates with is based on sharing the brands take on fashion. All of them have a very personal style which promises beautiful and unique pieces. The creative individual combines whatever suits his personality and style, free from gender, social and cultural barriers. Fashion is closely related to art and the combination of the two is logical for AYLI’s culturally well-informed target audience.AYLI collaborates with artists such as: sculptors, designers, painters, illustrators, photographers and animators.

KATE MCCGWIRE

FElicity powell

Isaac Sellam

LIN tian miao

PhotographyDaniel JacksonGyorgy KepesJordan AskillMarco van RijtMariano VivancoPhilippe VogelenzangSabine Liwald

SculptorsAbigail ReynoldsDaphne WrightGayda YatzerKate MccGwire

Fine artistsDesiree DolronFelicity PowellLin Tian MiaoRaben Davidsen

Creative DirectorThomas Pawlik

Source list