Jie Yi Couture
Branding for Jie Yi Couture Studio
This is a branding project for Jie-Yi Couture Studio designed by Yiwen Tu. While the character "Jie" means to solve and to deconstruct in Chinese, "Yi" means one which is also referred to as unity and consistency. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers and guided the visual design.
Download Press Kit № 109125
Download Press Kit № 109125 Branding for Jie Yi Couture Studio by Yiwen Tu to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Jie Yi Couture by Yiwen Tu
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Branding by Yiwen Tu
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Yiwen Tu Jie Yi Couture
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Yiwen Tu Branding
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Jie Yi Couture StudioBrand Logo
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Jie Yi Couture Branding Press Releases
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Jie Yi Couture Branding Media Articles
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Unique Properties
Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency. Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux
Tags
Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
Production Technology
Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
Design Challenge
The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
Project Duration
The project started in August 2018 in Shanghai and finished in January 2020 in New York.
Operation Flow
Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo. As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element.
Research
To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
Inspiration
Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
Image Credits
Yiwen Tu, 2020
Project Overview
Jie Yi Couture Branding has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Iron Recognition
Yiwen Tu was recognized with the coveted Iron A' Design Award in 2021, a testament to excellence of their work Jie Yi Couture Branding.
Yiwen Tu Press Releases
For journalists seeking engaging content: Explore our press releases featuring Yiwen Tu's work, freely available for incorporation into your stories. Journalists can access 2 press releases immediately, ready for your use.
Jie Yi Couture Unveils New Branding Designed by Yiwen Tu
Yiwen Tu's Jie Yi Couture Branding Project
Yiwen Tu Newsroom
Explore Yiwen Tu Newsroom to uncover award-winning design projects and more.
