Helping an emerging baby brand find its wings

A symbol takes flight

Our concept was rooted in the name Aya itself. Exploring its meaning across different languages and cultures, we uncovered recurring links to birds and the idea of swift movement or flight. Beyond symbolism, birds also reflect many of the values at the heart of parenthood — nurturing, protection, and the gradual preparation of their young to stand confidently on their own.

This insight led to the creation of the Aya bird: a friendly, distinctive brand icon that brings warmth, familiarity, and character to the identity.

Extending the creative vision

Alongside baby product mock-ups, we explored apparel concepts that made the most of the playful brand assets, diverse colour palette and the distinctive logo we had created. This helped demonstrate the breadth of the brand system, whilst offering a clear vision of how Aya could naturally evolve in the future.

Balancing value and quality

Positioning Aya as a value brand while still evoking a sense of luxury was a careful balancing act. To achieve this, we leaned into high-quality product and lifestyle imagery, ensuring the brand felt elevated, considered, and trustworthy—without alienating its core audience.