MUSE Gold

2025

Axestory

Entrant

Tunnel Design Studio

Category

Corporate Identity - Brand Identity

Client's Name

Mr. Poosti

Country / Region

United Arab Emirates

Axestory is a handcrafted jewelry brand creating limited-edition pieces made of silver and ebony wood. The project began from scratch — with no name, no identity, and no direction. By developing a fictional yet purposeful myth, we created a brand where every detail is born from a legendary narrative. The name Axestory echoes both “accessories” and the tale of a mystical axe.

The story tells of a tribe called Racaya, known for their handcrafted tools, who faced repeated invasions due to their unique skills. Until one night, a brave blacksmith, tired of conflict, forged a stone axe from a fallen celestial rock and defended his people. The axe became a symbol of peace, strength, and calm. Each Axestory piece is inspired by a character from this fictional tribe — blending mythology, nature, and minimal aesthetics through the powerful combination of ebony wood and silver.

Credits

Art Director, Graphic Designer
Khashayar Teymoori
Creative Copywriter & Naming
Khashayar Teymoori
Animator
Amin Haghshehnas
Music Composer & Sound Designer
Mohammadreza Asghari
Illustrator
Mehran Iranloo
Motion Designer
Kimya Alikhani
Narrator
Arash Pajand Moghaddam
Spicial Thanks to
Yashar Hidaji
Presentation
Mehdi Rahimifard
Print Production Manager
Masoud Nejat
Concrete Packaging Artisan
Miaad Abdolbaghi
Web Developer
Mahyar Jabbari
Photography
Mohammad Metri & Khashayar Teymoori
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