Tagline
May whichever one you choose be an amulet that helps you take a step forward.
is amulet is a Japanese brand produced by influencer aya. It offers a wide range of items, centered on clothing for commuting, including jewelry/accessories, leather goods, and stationery. Guided by the wish that “Whichever you choose, may it be an amulet that helps you take a step forward,” aya creates from scratch the things she wants to use.
Concept
With the wish that whichever item is chosen will become an amulet that helps its wearer take a step forward, the name was chosen so that adding a subject would make it a complete sentence.
The jewelry raises motivation when worn.
It gives the wearer a push, creating the feeling that they can become a different version of themselves.
The clothes make passersby want to turn around. Wearing them can make it feel possible to take on something new that day.
The pieces were created from scratch after much deliberation, based on the belief that there are things only someone working as an office worker can create.