The Challenge

As Yuuni continued to grow, it became clear that the brand needed a more defined identity to support its next phase. The existing communication lacked emotional depth and a clear visual language. Our challenge was to clarify the brand's positioning, define a consistent design system, and build a corporate identity that reflects Yuuni’s core: authenticity, connection, and comfort. The goal was to strengthen recognition, emotional resonance, and long-term customer loyalty — while staying true to Yuuni’s values.

Our Solution

We conducted a full analysis of Yuuni’s brand essence, market positioning, and customer perception, including interviewing Yuuni’s customers. Based on that, we developed a new corporate identity centered around the brand’s three core values: Authenticity, Comfort, and Community.The result is a warm and approachable visual language, combining a hand-drawn logo with a subtle heart motif, a soft color palette, and expressive typography.

The claim “Fashion that feels like home” captures Yuuni’s mission to offer clothing that supports women in feeling confident and at ease in their own skin. The photography style was also redefined – focusing on real-life moments, movement, and softness in texture – with an inclusive, everyday aesthetic that feels intimate and natural

Scope

• Brand positioning & communication strategy
• Mission, vision & value definition
• Visual identity design (logo, typography, color palette)
• Development of claim/tagline
• Photography guidelines & art direction

Highlights

• New brand core: Authenticity, Comfort, Community
• Logo with integrated symbol for warmth and connection
• Tagline: Fashion that feels like home
• Color palette inspired by softness and skin tones
• Style guide for inclusive and emotional visual storytelling