Youyou de Paris is a contemporary womenswear and accessories brand from France. The brand is heavily inspired by global themes and artisanal techniques, with garments that incorporate embroidery methods from India, China and Vietnam to appliqué methods from France, Spain and the Netherlands among many others. The brand identity we created centered around Parisian bohemian flair with global and exotic elements intertwined into the visual style. The word mark features a custom cursive script that was inspired by the designer’s signature. We also created a circular monogram icon that the brand could use within their toolbox of elements across a wide range of applications.
The brand styleguide incorporated dark moody photography along with watercolor and gouache painted motifs that echo details on the garments. The final result is loose, dreamy and slightly mysterious and allows the brand to retain a lot of flexibility in the styling of their collateral.
