Ayatori (aka Cat’s Cradle) is a Japanese-originated games. With just a string and creative minds, a variety of shapes and figures were created within the graceful movements of our fingers. It was this one simple rule of Ayatori that inspired a flexible visual system for the creation of Ayatori Museum’s brand identity. All strings attached - when contemporary ideas and traditional values walk side by side through the flow of time, older generations and younger ones are in conversations for the sake of ancient wisdom and when different cultures all over the world acculturate without assimilating.