Brief: Anajae
Luxury Fashion Brand for Women of Color
Anajae is a luxury fashion brand founded by Ayanna, a seasoned fashion professional with over 20 years of experience in modeling and working with top industry names. When she came to Oathic, she believed she needed a logo to position herself in the luxury space. But what she truly needed was clarity: a deeper understanding of her mission, her audience, and the unique story only she could tell.
Our goal was to uncover the essence of Anajae’s purpose and translate it into a timeless brand identity that would resonate with the women she was called to serve.
The Challenge
Ayanna initially positioned Anajae as a business selling luxury goods — handbags, shoes, jackets, and accessories. But in reality, her clients didn’t need more material items. They craved recognition, affirmation, and a luxury experience that honored their presence.
She struggled with:
• Feeling disconnected from her message and mission.
• Difficulty defining her brand in a crowded luxury space.
• Uncertainty about how to visually and verbally express her purpose.
At its core, the challenge was deeper than design. It was about shifting from product-driven branding to story-led clarity that reflected her essence and the transformative experience she wanted her clients to feel.
The Approach
Through a brand clarity session, we guided Ayanna in peeling back the layers of her vision. Together, we uncovered the personal roots of her brand:
• Childhood memories of thrifting with her grandmother.
• A reverence for timeless, pre-loved treasures.
• A mission to redefine luxury for women of color, ensuring they feel seen, valued, and celebrated.
This session revealed that Ayanna’s brand was not just about fashion — it was about creating space where women could embody elegance, confidence, and legacy.
By reframing her story and connecting her personal truth to her business, we built a foundation strong enough to guide every design and strategic decision.
• A reverence for timeless, pre-loved treasures.
• A mission to redefine luxury for women of color, ensuring they feel seen, valued, and celebrated.
The Solution
With story clarity at the core, we developed a refined visual identity for Anajae:
• Custom Logotype – Elegant serif letterforms, carefully designed to reflect confidence, sophistication, and timelessness.
• Stylistic Details – Sharp yet graceful curves that mirror the essence of her clients: strong, poised, and unapologetically themselves.
• Name Meaning – Anajae, meaning “victorious,” became not only the brand name but the brand promise — a reflection of women who rise and embody their worth.
This wasn’t just about creating a logo. It was about creating a luxury identity rooted in story that Ayanna — and her audience — could fully claim.
The Outcome
Through Oathic’s process, Anajae transformed from a business idea into a bold, story-led luxury brand:
Ayanna gained the clarity and confidence to stand in her unique positioning.
The brand identity became an elegant, modern, and memorable expression of her mission.
Her audience now experiences Anajae as more than fashion — as a celebration of visibility, legacy, and luxury redefined.
This wasn’t simply a rebrand.
It was a reclamation of her voice, her purpose, and her story.
It was a reclamation of her voice, her purpose, and her story.
Custom Logotype
Primary Logomark
Typography | Font Direction:
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Color Palette
Lifestyle Mockups
Brief: Anajae
Luxury Fashion Brand for Women of Color
Anajae is a luxury fashion brand founded by Ayanna, a seasoned fashion professional with over 20 years of experience in modeling and working with top industry names. When she came to Oathic, she believed she needed a logo to position herself in the luxury space. But what she truly needed was clarity: a deeper understanding of her mission, her audience, and the unique story only she could tell.
Our goal was to uncover the essence of Anajae’s purpose and translate it into a timeless brand identity that would resonate with the women she was called to serve.
The Challenge
Ayanna initially positioned Anajae as a business selling luxury goods — handbags, shoes, jackets, and accessories. But in reality, her clients didn’t need more material items. They craved recognition, affirmation, and a luxury experience that honored their presence.
She struggled with:
• Feeling disconnected from her message and mission.
• Difficulty defining her brand in a crowded luxury space.
• Uncertainty about how to visually and verbally express her purpose.
At its core, the challenge was deeper than design. It was about shifting from product-driven branding to story-led clarity that reflected her essence and the transformative experience she wanted her clients to feel.
The Approach
Through a brand clarity session, we guided Ayanna in peeling back the layers of her vision. Together, we uncovered the personal roots of her brand:
• Childhood memories of thrifting with her grandmother.
• A reverence for timeless, pre-loved treasures.
• A mission to redefine luxury for women of color, ensuring they feel seen, valued, and celebrated.
This session revealed that Ayanna’s brand was not just about fashion — it was about creating space where women could embody elegance, confidence, and legacy.
By reframing her story and connecting her personal truth to her business, we built a foundation strong enough to guide every design and strategic decision.
• A reverence for timeless, pre-loved treasures.
• A mission to redefine luxury for women of color, ensuring they feel seen, valued, and celebrated.
The Solution
With story clarity at the core, we developed a refined visual identity for Anajae:
• Custom Logotype – Elegant serif letterforms, carefully designed to reflect confidence, sophistication, and timelessness.
• Stylistic Details – Sharp yet graceful curves that mirror the essence of her clients: strong, poised, and unapologetically themselves.
• Name Meaning – Anajae, meaning “victorious,” became not only the brand name but the brand promise — a reflection of women who rise and embody their worth.
This wasn’t just about creating a logo. It was about creating a luxury identity rooted in story that Ayanna — and her audience — could fully claim.
The Outcome
Through Oathic’s process, Anajae transformed from a business idea into a bold, story-led luxury brand:
Ayanna gained the clarity and confidence to stand in her unique positioning.
The brand identity became an elegant, modern, and memorable expression of her mission.
Her audience now experiences Anajae as more than fashion — as a celebration of visibility, legacy, and luxury redefined.
This wasn’t simply a rebrand.
It was a reclamation of her voice, her purpose, and her story.
It was a reclamation of her voice, her purpose, and her story.
Custom Logotype
Typography | Font Direction:
ABCDEFGHIJKLMOPQRSTUVWXZ
abcdefghijklmnopqrstuvwxyz
1234567890
Color Palette
Lifestyle Mockups