Yorux
About the Brand
Willander Buraslan discovered photography in 2022 as a creative escape from corporate life. After an unsuccessful attempt at running a portrait studio, he returned to the job market and began frequenting Largo de São Sebastião in Manaus. Inspired by the vitality of the place and dissatisfied with its classical and outdated perception, he created the project “Largo at Night”, blending a nocturnal and futuristic aesthetic to capture the relationship between people and urban spaces. Influenced by artists like Gustavo Minas and Liam Wong, Willander seeks to transform his images into modern and accessible art while redefining the way we see classic locations.
Yorux has the fox as its symbol, representing intelligence, adaptability, and cunning—essential traits for a brand that challenges tradition and innovates in a creative and agile way. This fusion of classic and modern elements conveys a strong personality, deeply connected to evolution and the exploration of new possibilities.
Naming
The brand’s name change had two main objectives: to expand its identity beyond a specific location and to reflect its modern, original, technological, and futuristic essence.
Yorux was created to merge urban authenticity with its clients' self-expression. With an aesthetic that is both modern and timeless, the brand aims to redefine urban and nocturnal spaces, transforming the classic into something vibrant, pulsating, and innovative.
The name "Yorux" is a fusion of "Yoru" (meaning "night" in Japanese) and "Lux" (Latin for "light"), forming an identity that conveys modernity, innovation, and a futuristic touch. Its unique sound enhances memorability and strengthens its connection with a young, creative adult audience seeking style and originality. The name reflects the brand’s urban and contemporary spirit, perfectly aligning with its mission to transform everyday life into modern and accessible art, inspiring self-expression in urban environments with authenticity and innovation.
