Ample Cosmetics - Language and Launch
→ Year
2021
→ Client
Private
→ Project Type
Brand strategy, verbal identity, product language, communication design
We developed the full verbal and visual identity for Ample - a skincare brand that embraces care in all forms and moves beyond limiting beauty ideals. Inspired by nature, city life, and genderless expression, we shaped a voice and visual language rooted in softness, clarity, and quiet strength.
From naming to tone of voice and art direction, every element reflects Ample’s belief: that beauty isn’t about perfection, but presence. At its heart, Ample is a call for self-care that is minimal and intentional.
Verbal Identity and Product Language:
Text and The City
Art Director:
Anel Aben
→ Language
English, Kazakh, Russian
→ Made across
Almaty, New York
Ample Serum Ed.1 and Refill
→ Year
2022
→ Client
Ample Cosmetics
→ Project Type
Product design, packaging, visual communication
We designed Ample’s debut serum with inspiration from the modular concrete fences seen across many post-industrial landscapes - utilitarian, minimal, and quietly sculptural. The form was created to look good on any shelf and feel practical to carry, hold, and reuse.
Tactility was key: the surface is porous, soft to the touch, and intentionally designed to invite a slow, grounding interaction.
Anel Aben
Shansharkhan Aspandiyar
→ Language
English
→ Made across
Almaty, New York, Seoul
Ample All-Over Balm Ed.1
Clear | After Wine Kiss | Frost Bite
→ Year
2023
→ Client
Ample Cosmetics
→ Project Type
Product design, packaging, visual communication
We approached the design of Ample All-Over Balm Ed.1 as an exercise in restraint and tactility. Our focus was on how the object feels in the hand, lives in the bag, and fits into the rhythm of daily rituals.
Every decision-from the curved shape to the matt finish and minimal labeling-was made to emphasize sensory ease and intuitive use.
Alisher Ayupov
→ Language
English
→ Made across
Almaty, Guangzhou
Pink Wine Bar
→ Year
2024
→ Collaborators / Client / Partners
Private client
→ Project Type
Visual and verbal identity, print matter
A playful yet refined brand for a neighborhood wine bar with a flirtatious mood and tactile charm.
We developed the visual and verbal identity for Pink Wine Bar - a flirtatious, tactile neighborhood spot where the mood is always slightly tipsy. Proposed the name, infused the brand with wine-lover slang, and built a palette around soft pinks inspired by the bar’s table lamps.
Knowing we’d become regulars ourselves, we drew from the city’s faces, rhythms, and bottles - designing something playful and refined.
Chingiz Gumarov
→ Language
English, Russian
→ Made across
Almaty
Visual Identity for the Inaugural Pavilion of Kazakhstan at the 59th Venice Biennale Arte
→ Year
2022
→ Client
Foundation for Contemporary Art of Kazakhstan
→ Project Type
Visual Identity, Print matter
We developed the visual identity and printed materials for Kazakhstan’s first national pavilion at the Venice Biennale Arte.
Inspired by the writings of Sergey Kalmykov and the layered practice of ORTA Collective, our approach combined archival research with a bold visual system that reflected the pavilion’s experimental spirit.
Editor: Text and the City
Art Direction: Anel Aben
Design: Zhanna EE
Assistant designer: Qyzylzhebe
→ Language
English, Italian, Kazakh, Russian
→ Made across
Almaty, Venice, Milan
Out and About
→ Year
2024
→ Collaborators / Client / Partners
Out and About Store
→ Project Type
Verbal Identity
→ Concept Title
Heart full of mountains
We created ta verbal identity for Out and About - a high-performance mountain gear store. Inspired by the everyday presence of the mountains in our lives, we developed a tone anchored in movement, clarity, and elevation.
Our approach centered on deep conversations with the founders, drawing from the language of professional and amateur alpinists who shaped the region’s outdoor culture. The brand’s motto, Heart Full of Mountains, emerged from this shared reverence for the peaks. We partnered with designer Zhanna Ee to ensure the visual direction reflected the same spirit.
Visual ID: Zhanna EE
→ Language
English, Russian
→ Made across
Almaty
Sun Line
→ Year
2023
→ Collaborators / Client / Partners
Client: Colab-a-lab
→ Project Type
Visual Identity, Print Collateral, Set Design (Foyer), Poster Design
We developed the visual identity for Sun Line, Colab-a-lab’s debut theatre production. After reading the play, we crafted a minimal, airy system that gave full focus to the actors’ faces - carriers of grief, tenderness, and unresolved desire. Phrases from the script were delicately embedded into the design, letting the emotional tension speak with clarity and restraint.
Alisher Ayupov
Chingiz Gumarov
Daiur Zhomart
→ Language
Russian, Kazakh
→ Made across
Almaty
Colab-a-lab Production Company
→ Year
2025
→ Collaborators / Client / Partners
Colab-a-lab
→ Project Type
Visual Identity, Verbal Identity, Webdesign
We developed visual and verbal identity for Colab-a-lab, a production company built on the value of collaboration. Inspired by the way the team works - openly, fluidly, and across disciplines - we structured the system to be clear, adaptable, and long-lasting.
We proposed alternative uses of archival photography and a minimalist visual language that feels both intentional and alive. A chamomile illustration - the founder’s favorite flower - became a quiet symbol of care at the heart of the identity.
English
→ Made across
Almaty
Visual Identity for Closer Music Festival
→ Year
2021
→ With
Logo and graphics Guldana Tauassar
Art direction and illustration Aigerim Tumenbay
→ Project Type
Visual Identity
Kazakh, English, Russian
→ Made across
Almaty, Karakemer