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Yōumans
Our task was to build a brand that is universally recognised and acknowledged by key audiences as stylish, innovative, and desirable.
Brand Strategy
Identity Development
Print
Art Direction
Phonetically, the correct pronunciation is ‘Yo-mans’, so to help people pronounce it correctly, a diacritical mark or glyph (ō) is added to a letter. This also offers a level of perceived cosmopolitan style associated with premium or luxury brands.
The approach was to reposition Yōumans as being more than just a presentation or sales case. To provide a simple and memorable product structure that intuitively guides customers to the product and information that best suits their lifestyle.
Product Architecture
Tagline
Typography
Catalogue
Grid System
Illustrations