The complete visual identity for the brand was created by my brother Stefan Arwed, who designed both the logo and the brand identity from the ground up.
Vision
My vision is to honor Stefan's legacy by bringing together his ideas, values, and creative spirit into one concept. Every detail of the brand is a reflection of that journey, creating an identity that is both meaningful and timeless, while carrying his vision forward into the future. I deeply believe in signs and in the messages and gifts that Stefan continues to send. That belief has become an essential part of my brand's identity and creative direction.
One of the symbols Stefan created for the brand was a simple sphere. What began as a graphic element has evolved into a deeply personal symbol. Today, I see it as the lens of his camera: a reminder of the way he observed the world, always searching for beauty, always finding life in the smallest, most overlooked details. It has become a way of seeing rather than simply a shape.
It reminds me of a round peg in a square hole, not as something unfortunate, but as something beautiful. There is a quiet freedom in not fitting perfectly. Life is not designed to be comfortable; it constantly asks us to adapt, to evolve, and to discover who we are through change.
Over time, another part of his design has revealed its own meaning to me. Within the logo, Stefan created a path formed by two parallel lines. At first, I saw it simply as part of the visual identity. Today, it has become one of the brand's most meaningful icons. To me, those lines represent a path one that continues to connect us across time. I think of it as the road that binds heaven and earth. I like to believe that if I continue to follow it with honesty, curiosity, and love, it is the same path that will always lead me back to him.
A parallel path
As time passes, I often feel that his guidance has never really left. In unexpected moments, I find symbols that remind me of him, familiar icons appearing when I need them most, as if he continues to leave quiet messages along the way with the same warmth, tenderness, and generosity that defined him.
Carrying his vision forward is not about preserving the past exactly as it was. It is about allowing his ideas, his sensitivity, and his way of seeing the world to keep evolving through the work I create today. In many ways, this brand has become a dialogue between his voice and mine, a conversation that continues with every collection, every idea, and every step forward.
A new path, a connection between heaven and earth
