AHA SELECTED is a quiet luxury fashion brand targeting urbanites in New York. As the art director, we crafted a new brand identity for them and supported their brand communication.
The logo design originates from the elongated pronunciation of “A—H—A,” embodying the brand’s philosophy of self-assurance, appreciation, and delightful surprise. This “A—H—A” motif was further developed into a supporting graphic pattern, applied to the brand’s garment packaging to convey its fashion ethos.