YUREI CLOTHING

The main goal was to develop a brand that I can connect with on a personal level and to test my skills with the multiple steps that are required when it comes to brand development with the added benefit of potentially wearing the brand myself. The biggest challenge was naming the brand. Trying to come up with a name with backstory and meaning was difficult but the end product name was Yurei. Yurei is a japanese ghost that bares strong emotions of love, sorrow, and even vengeance. My strategy going into designing the brand was to research japanese culture to see what the yurei represents and folktales and to see how I can push that into the development of the brand. A lot of inspiration was taken from japanese folktales and japanese streetwear clothing culture. The style guide consisted of 3 main colours being black, white, and a muted pink. As for sketches, the first logo was a basic ghost, but after some revisions, the logo was elongated to represent dangling robes which the yurei is mainly depicted in.

This project taught me that branding is much more than creating a logo. It requires extensive research, planning, experimentation, and refinement. Every design decision, from the typography and colour palette to the logo and brand applications, contributed to building a cohesive identity. The final outcome included a logo, custom letterform, tagline, hoodie mockup, poster mockup, baseball hat mockup, and a physical embroidered baseball cap, demonstrating how the brand could be applied across different products and promotional materials. Overall, the project strengthened my understanding of the branding process and helped me develop a brand that reflects both my personal interests and my growth as a designer.