This story is worth telling.
The name wasn't planned in a boardroom or in a brief. It came from our designers, people gathered at some place to discuss about the launching. We sat in a circle, smoking some shisha, and started throwing out random name ideas. Take a puff and pass the pipe.
Someone said, “Aura—Aure—Aurex” and it clicked.
The name was already there. AUREX.
Sat well with everything we wanted to do from the start.
And that's how our brand got its first identity — AUREX.
Aura goes on
We are not done. Not even close.
Aurex was never meant to be one thing, and honestly, we hope it never is. We move, we try stuff, we put out work that sometimes has no reference yet. A lot of it does not land the way we pictured it in our heads. Some of it does, and when it does, we fully embrace that feeling.
That restlessness is not a phase. It is just us.
Thanks for reading this far. It genuinely means something to us.
From the House of Aurex.