Inspired by a sense of cultural depth, natural origins, and Eastern sensibility, Xôn Xao Studio & I collaborated with founder Thảo Trần to craft a distinctive and symbolic brand identity system.
Timeless,
aesthetics definition
& conscious living.
Within the design system, the logotype reflects meticulous craftsmanship—echoing the texture of fabric and the precision of each stitch—while embodying Thảo Trần’s refined aesthetic sensibility. The logomark distills geometric forms into a symbolic structure, softened by organic, free-flowing details.
Discovery lies at the heart of the brand’s design philosophy. Echoing the logo’s bold and evocative spirit, the key visual is built around a system of energy gates—symbolic thresholds leading into the Artkey Universe, populated by unexplored planets and characters. These gates act as recurring markers of curiosity, evolving in form across physical and digital touchpoints to create a cohesive journey from discovery to experience, ownership, and unboxing.
