In this society, where we are overflooded with information and mass production, the importance of quality and style is fading out gradually. Using a special piece for a long time is another aspect in which people are moving away from. The designer of AMBEREBMA wishes for the true meaning of creation to keep it's stand and status.
AMBER is the favorite fragrance of the designer herself. It also is a fossilized tree resin which has condensed all the natural neolithic beauties. Using this word as part of the brand name, the designer wishes to create a bag that can be used for a long time. In order for the people to use the product for a long time, the designer focused on high quality materials and good manufacturers. Simple, classic but stylish to a point that is not too embellished. The bags are made so that it's easy to use and sturdy in order to put away your important belongings.
Aleister Crowley, a black magician in the late 19th century, who has also had influence on the Beatles, taught the "BACKWARD" theory. This is where one practices things backwards in order to "see the future". He had practiced listening to records backwards, walked backwards, and many other activities backwards.
The Beatles is one of the favorite bands of the designer, and through the band, she came to learn about Crowley. In order for the consumers to not be influenced by overflowing information, and to also be able to "see the future" for themselves, she interpreted the practices of Crowley into the brand label as AMBEREBMA.
The triangle brand symbol is inspired by the "Abracadabra" symbol from the Christian bible. The "Abracadabra" is used in the Christian bible as a protection from the evil. In our society where internet and social medias are creating a wave of information, good and bad, the designer took in this idea of abracadabra with all hopes that the consumers can pick out the right informations for themselves.