Morning is Born

We chose roosters as a design motif because their compulsion to crow is instinctive—it is not triggered by external stimuli. Similarly, brand evolution is instinctive, driven not by economic forecasts or market trends, but by an inner desire to make the world a better place. Our illustrations capture the moment a rooster’s compulsion to crow reaches its peak, reflecting this force. We used a silk-screen process for the red comb and wattles to emphasize the passion and vitality that drive brands forward.