FOR IMMEDIATE RELEASE

Yiwen Tu's Jie Yi Couture Branding Project

Jie Yi Couture, a start-up company in Shanghai, has unveiled its new branding designed by Yiwen Tu. The branding aims to convey a sense of craftsmanship and entry-lux, setting the company apart in the competitive Shanghai market. The project, which started in August 2018 in Shanghai and finished in January 2020 in New York, was awarded the Iron A' Design Award in 2021.

The branding draws inspiration from the studio, with the arrangement of the space and the relationship between the lines in the pattern-making drawings serving as the primary elements of the visual system. This unique approach reflects the brand's strategy of providing semi-custom design services and inheriting Chinese traditional skills.

Utilizing graphic design, brand identity, packaging design, brand research and strategy, Chinese typography, and pattern-making, Yiwen Tu's design integrates the essence of the brand into every aspect of the visual identity system. The use of Chinese typography in the logo, incorporating symbols of mannequins and scissors, effectively communicates the brand's business and values.

The packaging, offered in various sizes and iterations based on the product, further enhances the brand's unique position in the market. Through immersive research and close collaboration with clients, Yiwen Tu successfully established the brand strategy and visual tone, overcoming the challenges of fierce competition and targeting a specific demographic.

Yiwen Tu's Jie Yi Couture Branding Project has not only set a new standard for branding in the fashion industry but has also been recognized with the prestigious Iron A' Design Award, showcasing its practical, innovative, and industry-leading design elements.

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