Branding for YAWN with collaboration with Replica
Art Direction, Logotype, Type Design
Location: L,A. USA
Line of Business: Jewerly
Location: L,A. USA
Line of Business: Jewerly
Branding for YAWN, a brand focused on crafting experimental and purposeful objects, aiming to unite humans, their minds, objects, and the environment into a harmonious experience. It aspires to promote an anti-overconsumption and pro-human, pro-art movement, utilizing each object as a medium to convey this ethos. YAWN seeks to showcase that authenticity and meaning can be woven into every aspect of life and every object.
The logo draws inspiration from the Theory of Meaning, composed of organic shapes that spell out the brand's name. This custom-designed typography creates an illusionary play of forms and movement, symbolizing YAWN's experimental and intuitive thinking.
The icon is a minimalist reinterpretation of the logotype, forming a "Y" with an organic and experimental shape that conveys the craftsmanship of the brand, which can trans- form into various products such as rings, earrings, necklaces, and more. The icon incorporates different shapes, including a spiral that is connected to the brand's conscious- ness, enabling people to form their own meaningful attachment to it. This proposal brings a new level of sophistication to the YAWN brand's aesthetic.
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