Jie Yi Couture: A Unique Branding Project by Yiwen Tu

Creating an Entry-Lux Experience with Semi-Customization

Jie Yi Couture, founded by Yiwen Tu, is a rising star in the competitive fashion market of Shanghai. To differentiate itself from the numerous competitors, Jie Yi Couture has developed a strategy centered around providing semi-custom design services and upholding the spirit of Chinese traditional skills. This strategy sets Jie Yi Couture apart and appeals to a younger demographic seeking affordable yet high-quality products.

The inspiration for Jie Yi Couture's branding came from the studio itself. The arrangement of the space and the intricate lines in the pattern-making drawings served as the aesthetic foundation for the visual system. Yiwen Tu transformed the sketch of pattern-making into the primary elements of the brand's visual identity. The sketch symbolizes craftsmanship, ingenuity, and uniqueness, which are the core values of Jie Yi Couture.

The visual identity of Jie Yi Couture is rooted in Chinese typography. The logo creatively replaces certain radicals with symbols of a mannequin and scissors, making it instantly recognizable and conveying the company's business. Each pattern-making sketch is meticulously designed for the client, representing precision and fine craftsmanship. These sketches, with their beautiful lines, curves, and notes, are integrated into the visual system as the primary element, reflecting the brand's dedication to uniqueness and attention to detail.

The packaging design for Jie Yi Couture is versatile, offering various sizes and iterations based on the product. This flexibility ensures that the packaging complements the brand's products and enhances the overall customer experience.

The project, which began in August 2018 in Shanghai and concluded in January 2020 in New York, involved extensive research and collaboration with the clients. Yiwen Tu immersed herself in the studio, studying pattern-making and draping to gain a deep understanding of the brand's products and operations. This research experience, coupled with close cooperation with the clients, enabled the designer to establish the brand strategy and visual tone efficiently.

Jie Yi Couture's branding project faced several challenges, including fierce competition in the Shanghai market and targeting a specific age group of 25-50-year-olds. However, by creating an entry-lux experience and offering semi-customization services, Jie Yi Couture successfully appealed to a younger demographic seeking high-quality products at affordable prices.

The exceptional design work by Yiwen Tu for Jie Yi Couture has been recognized with the Iron A' Design Award in 2021. This prestigious award acknowledges the brand's well-designed, practical, and innovative approach, meeting professional and industrial requirements. Jie Yi Couture's branding exemplifies industry best practices, competent technical characteristics, and a commitment to creating a better world.