In the summer of 2023, the visionary founder of what would become Estil.io reached out to AxelMondrian with a clear and mature concept. Having graduated from a prestigious design school, the founder had already envisioned every detail of the art lab and shop. The challenge was unique: how do you create a brand identity that speaks to a designer’s refined vision while captivating the sophisticated tastes of their future customers? This question set us on a six-month journey, resulting in the creation of Estil.io—a brand distinguished by its bold identity, prestigious domain name, and a shop that has quickly become a beloved destination in downtown Yerevan.

1. Overview & Inspiration: In Spain, they say, “If you are going to do something, do it with style.” This was the guiding principle that shaped our creative process. We drew inspiration from the elegance of Spanish Modern Architecture, with iconic landmarks like Auditorio de Tenerife, The Guggenheim Museum, and Marqués de Riscal Hotel Elciego serving as our muses. These structures, bathed in sunlight and rooted in the natural environment, provided the foundation for a brand that feels earthy, natural, and unexpectedly cool. A brand that invites you to break the rules and asks, “Who invented those rules, anyway?”

As the project evolved, our inspiration expanded to include the profound world of Klein Blue, the experimentalism of Jeff Koons, and the collaborative spirit of Muntean & Rosenblum. These influences infused Estil.io with a sense of serious fun—a brand where art meets audacity, and creativity knows no bounds.

2. Buyer Persona & Unique Selling Proposition: Our challenge was to create a space that would become a place for art lovers, decorators, and those who appreciate the lively, creative spirit of design. After a thorough assessment, we identified a buyer persona characterized by the following traits:

– Demographics: Mid-aged, Mid-Upper Income group, Higher Education, City dweller, Home & car owner
– Behaviors: Belonging/Status indication, Network expansion, Community leadership
– Lifestyle: Urban mindset, Traveler, Health & wellbeing, Dine & Wine lover, Generous gifts giver
– Consumption: Social Media apps, HBR & Artfully curated print publications, Segmented News outlets

3. The Naming & Logotype: The objective of the brand naming process was clear: to establish a distinctive image, convey the intended positioning, and foster brand loyalty, all while ensuring ease of recognition, recall, and pronunciation. The name needed to be relevant, carry positive connotations, and resonate across languages.

The final outcome was “Estilo,” a word that elegantly encapsulates “style” in Spanish. Paired with an urban lettermark, the brand’s visual identity promises a vibrant fusion of creativity and ingenuity. Estil.io offers an immersive atmosphere that celebrates individuality, pushing the boundaries of traditional design norms.