Ana Yuka is a gender neutral, sustainably made childrenswear brand created to fill the gap in the global market for cool kids clothes that encourage individuality and style. With full creative control of the project from brand story, concept creation, naming and textile print design, we created Ana Yuka; a phrase taken from Zambian dialect meaning ‘Tales of Yuka’, a nod to the founder’s supercharged boy. With his big personality and wild imagination, Yusha (nicknamed Yuka) is of dual Sri Lankan and Zambian heritage, places where folklore stories are passed down through generations just as the brand’s clothing is designed to be. All prints and graphics take inspiration from these old tales and reimagine them in a fresh way, with the rabbit seen throughout representing ‘Kalulu the Hare’, a popular Zambian folktale. The main logo is designed to be versatile and modular for play, so that it can be taken apart to create images inspired by ancient African scripts such as jungles, faces and animals for story telling. The brand’s first collection, Moon Jungle, looks to the work of Jean Michel-Basquiat who channeled his own heritage into his artwork and his influence can be seen in the mural backdrop created for the brand’s first photoshoot. As well as creating the full identity of the brand, we were also responsible for styling all looks for the final brand photoshoot, in addition to creating all prints seen on the garments. The brand is busy creating all looks for the second season range, for which the studio will continue to create all textile and garment prints.