MUSE Gold

2025

Axestory

Entrant

Tunnel Design Studio

Category

Corporate Identity - Brand Identity

Client's Name

Mr. Poosti

Country / Region

United Arab Emirates

About The Entry

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
More Gold Winners
Video
2025
2025 MUSE Creative Awards Winner - #adulting
NYSERDA

Entrant

KSV

Category

Video - Government

Country / Region

United States

Social Media
2025
2025 MUSE Creative Awards Winner - Connections Beyond the Game

Entrant

NBCUniversal

Category

Social Media - Sports

Country / Region

United States

Experiential & Immersive
2025
2025 MUSE Creative Awards Winner - Cisco’s 2025 US Grand Prix Customer Hosting Program

Entrant

Cisco Systems, Inc.

Category

Experiential & Immersive - Business to Business (NEW)

Country / Region

United States

Experiential & Immersive
2025
2025 MUSE Creative Awards Winner - Your Call: A Phone Booth That Brought Stories to Life

Entrant

Holden Ellis

Category

Experiential & Immersive - Pop-Up Experience (NEW)

Country / Region

United States