AiM is a brand with a distinctive identity, featuring a rabbit in its logo. The name "AiM" is a playful word game with multiple meanings. Oversized silhouettes, attention to detail, symbolism, graphic elements, and a touch of absurdity are key elements of the brand's bold communication style. Breaking stereotypes, evoking a sense of freedom, and celebrating uniqueness are the emotions this brand seeks to inspire in its customers.

The creative vision behind AiM comes from designer Michaela Hrinova. Her concept of freedom is clearly expressed and communicated through her designs. Guided by her life philosophy, she believes that "we shouldn’t be afraid of standing out from the crowd and doing things differently in life—not just in an attempt to succeed, but also for the sake of the new experiences and journeys such an approach can bring."