Handle with grace

YAS is an adored brand within European wholesale, and among women who appreciate premium quality without the premium price tag. But the brand was adrift, no longer commanding attention beyond the next drop. Its well-designed styles had become just another search result, a filter option on partner e-commerce.

The new ambition? To reignite desire and distinction.

We worked closely with YAS to rediscover the brand’s original and innate qualities while defining an all-new foundation to support future business opportunities — carving out a renewed value proposition, an attractive market positioning, and a brand identity built for the ever-changing flavours of fashion.

With the new and prominent brand drivers, Essential Elegance, we crafted a refined identity that balances timeless sophistication with contemporary appeal. A new, iconic logotype, two distinct typographies, and a design system that elevates the brand across every touchpoint — ensuring YAS is no longer lost in the scroll but worth stopping for.

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