Yu Mei
2022 · Wellington, NZ · 1/1 Studio
A custom e-commerce site and full rebrand for leather goods label Yu Mei, translating its commitment to “regenerative utility” through the language of archiving.
E-commerce design & development, brand identity, packaging, digital & print assets
Founder Jessie Wong partnered with me on a rebrand grounded in Yu Mei's pillars of materiality, practicality and regeneration. To balance premium with functional, I took cues from the vocabulary of archiving and indexing, and built that system into a custom e-commerce site as well as the brand's print material.
The shop
In the shop, the archive language becomes a way to buy. Collections can be browsed as a grid or an overview, and product pages surface each bag's technical details, including “The Art of Packing”, which shows its features and capacity before you add it to the cart. Seasonal stories such as Autumn ’22 sit alongside the shop, and a motion system I designed for collection and product pages brings the utilitarian typography to life.
