OUR CORE VALUES
HOW CAN THOSE VALUES BE TRANSFORMED INTO A SYMBOL?
Nele: I wanted an artist to capture the 6 values as separate flower petals, all unique and representing one of the feelings. The inspiration for the symbol originally came from wildflowers! Normally their petals are different and due to their mutations, they are not symmetrical or perfect in any means. Despite their imperfection, wildflowers are the most beautiful flowers - they make you feel free and their beauty is inspiring. This is what I wanted our symbol to be; really strange and weird in some way but at the same time uniquely beautiful and liberating - #IMPERFECTLYPERFECT.
All the rest was up to the interpretation and creation of a talented local artist. I wanted this flower to feel like a piece of art that represents the values and is the symbol for the lifestyle that embraces our values.
HOW DID THE FIRST COLLABORATION COME ALONG?
Nele: The first time I got to know the work of Manutcher was through Kunsthalle Zurich. They had an exhibition where they mixed some established Swiss Artists with upcoming and gifted creatives. His work was the very first one I saw because it was on the wall at the entrance. I just remember the thought when I saw his work:
“Whoever made this piece could definitely capture the feeling that I wanted for the brand.”
His work felt emotional, continuing lines circling around and creating unforeseeable flower patterns. It felt really uplifting but sad and melancholic in another way; which I think is life overall - with all the laughter, love, pain and sadness one can go through. When I learned that the artist is a young Swiss Artist called Manutcher Milani, I contacted him right away and he was in to help create the symbol. I enjoyed working with Manutcher this way and I would love to continue working with all sorts of creatives and artists from different areas.
HOW DOES MANUTCHER MILANI THINK ABOUT IT?
Manutcher: After I exhibited a massive wall painting at Kunsthalle Zürich, Nele contacted me because she liked my work. This was a moment where I felt seen, and someone was interested in my body of work while being eager to collaborate. As an artist, who hasn't exhibited much at that time, I felt honored to have this opportunity.
As the brand didn’t have existing pieces yet for me to work with, I was provided with mood boards, which gave me quite some freedom to design the logo.
WHAT DOES #IMPERFECTLYPERFECT MEAN TO YOU?
Manutcher: For me, this carries the meaning of collision. Two concepts, with completely different meanings, try to find a solution and function with each other.
WHAT COMES TO YOUR MIND WHEN YOU THINK OF TENNIS?
Manutcher: For me, tennis is a family-related thing. Since my childhood, we have been playing like tennis freaks, watching all matches on TV while spending our Sundays in the tennis club. In the process of growing older, I realized it was a sport for the elite, which excludes human beings depending on their wealth. I hope that tennis in the future will be as accessible as football is accessible for nearly all classes worldwide.
WHAT IS YOUR BEST TENNIS MEMORY FROM CHILDHOOD?
Manutcher: Spending our entire Sundays at the Accra Lawn Tennis Club. It was usually having 1-2 lessons of training before eating all that mouthwatering Ghanaian food and spending the rest of the afternoon in the backyard with the other kids. Doing nonsense. Tennis was for the elders, and we kids just played different games at that time. But Sunday at the club was always the highlight of the week.
WHAT IF WE TOLD YOU, THAT ALMOST EVERYBODY HAS A TENNIS CRUSH?
Manutcher: I can‘t explain why but I really love Tsonga. Humble appearance.
WHAT IS YOUR MOST IMPORTANT SELF-WELLNESS RITUAL?
Manutcher: One thing I regularly do is to get out of my bubble. Just leaving the place, where you spend most of your days. Like going to the mountains, another city, going to Berlin. Somewhere where you‘ve never been, or somewhere where you don‘t know anyone. It frees my mind and when I‘m back I have the feeling of a reset.
Manutcher Milani (*1996) is a painter and carpet maker. His work stands out through an abundance of symbols, dazzling colors, and ornaments. Traditional Ghanaian Adinkra symbols and Persian carpets have influenced the artist since his childhood. The artist reads his carpets and paintings as moods, which he often connotes with music.