Collection: Armenia, The Hidden Track

The Tourism Committee of the Ministry of Economy of the Republic of Armenia launched its new Destination Brand "Armenia, The Hidden Track". The brand's manifest embodying the brand story and visual identity is an invitation letter addressed to the world.

The brand Armenia, The Hidden Track is the official destination brand of the Tourism Committee of the Ministry of Economy of the Republic of Armenia launched in May 2022. Created by the Yerevan-based creative practice AHA collective, the brand is designed as an organic and ever-evolving framework. Its immersive approach engages the visitor in an immersive and dynamic visual quest toward its discovery of Armenia.

Tatik Streetwear's collection showcases an illustration from the brand's adventure cluster. 100% of profits generated from the sales will be donated to the Armenia Tree Project to assist the Armenian people in using trees to improve their standard of living and protect the global environment.
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