Amira Azmi is a graphic design studio based in Copenhagen, Denmark. It is currently run by one human — Amira herself — and was realised in Oslo, Norway in 2020. The studio focuses on humanising brands and visual storytelling through design and art.
amira-azmi.com
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The visual identity is based on the personification of the tropical fruit – the mangosteen. One of the requirements when I started a sole proprietorship in Oslo was that one's surname had to be part of the registered business name. However, Malay names don't typically carry one, and instead carry a patronym. Having to register my father's first name as part of my business name reminded me of one of my fondest childhood memories – my father coming home with a large plastic bag full of mangosteens, us eating them together, how we would crush the fruit open with our hands, how the juices would go everywhere and how our fingers would be stained red. In many ways I am inspired by the fruit and hold it dearly.
I see its exterior as firm yet empathetic, its core full of grit and heart, its flesh manifold and overflowing with creative juices — characteristics I hope are reflected in my work. As a designer I enjoy working with brands with stories and creating work that is emotive and spirited. In the end we are all humans making things for other humans, which can be easy to forget sometimes! The fruit's layers of colours – rich burgundy, purplish black, and bone white, built the colour palette and its form inspired the logotype.
Design, photography and illustration by Amira Azmi
I see its exterior as firm yet empathetic, its core full of grit and heart, its flesh manifold and overflowing with creative juices — characteristics I hope are reflected in my work. As a designer I enjoy working with brands with stories and creating work that is emotive and spirited. In the end we are all humans making things for other humans, which can be easy to forget sometimes! The fruit's layers of colours – rich burgundy, purplish black, and bone white, built the colour palette and its form inspired the logotype.
Design, photography and illustration by Amira Azmi
