Digital Flagship store for YME Universe
In 2023, YME made the strategic move to focus purely on their digital growth strategy and closed their physical store in Oslo. To deliver on the new strategy, YME needed a full revamp of the shopping experience and redesign of their visual identity to be digital first. The new store and identity aims to further build on their distinct position and attitude, while providing a solid and delightful shopping experience. A true YME 2.0.
Delivery
- E-commerce
- Visual identity
- Custom typeface
- Social Media Setup
Categories
- Fashion
- Culture
Development
World 360
YME System
Identity as a Typeface
We designed the visual identity as a custom typeface, called YME System. YME System is a set of subsystems. Firstly it’s a system of letters, drawn in the neo-grotesque tradition that’s interpreted into YMEs tech-y digital retail experience. It solves the functional needs of e-com, but contains multiple aesthetic choices building the raw and confident YME brand.
Effectively, YMEs visual identity weighs 103 kB and is contained in a single variable font file. Further utilizing that fonts are powerful software, we integrated their curated selection of brands as logos, accessible via ligatures and stylistic sets. YME relies heavily on social media, and this makes their content creation more precise and more effective.
