YR x A Bathing Ape
The Japanese streetwear brand meets YR Store for a one-off fashion personalisation experience. We had the chance to design the co-branded identity.
The founder of URTA had a vision to bring a London-inspired footwear brand to China. With the name that resonated with the Chinese audience being a requirement, our task was to position the brand and create a visual identity sprung from a Western design ethos.
During a rigorous research phase we looked at Western fashion brands successful in Asia, brands born in China, Japan, and Korea, and small artisan brands of Shoreditch, London.
The fusion between cultures represented by an area like Shoreditch was a major influence for the design.
Behind the scenes video produced of the URTA lookbook photo shoot.
We shot the lookbook with a natural, fashion blog style approach.
The logo mark was made a living part of the identity system.
English and Chinese versions of printed materials were produced.
The brand guidelines manual sets out the rules of the brand and was created for use by URTA's designers in China.