This is a branding project for Jie-Yi Couture Studio designed by Yiwen Tu. While the character "Jie" means to solve and to deconstruct in Chinese, "Yi" means one which is also referred to as unity and consistency. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers and guided the visual design.

Jie Yi Couture is a start-up fashion brand in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one, which is also referred to as unity and consistency. The predecessor of the company was a tailoring studio that was run by two young, aspiring fashion designers. Nowadays, other than customizing garments for clients, Jie Yi Couture also develops its own ready-to-wear lines for sale.