Young fashion brand Yumi has refreshed its look, to reflect how it has matured since it launched more than five years ago.
The label has revamped its logo and packaging for autumn 13 and will also give its stores a makeover to inject “fresh life” into the brand and reflect the current direction of the brand.
Patterned tunics were Yumi’s trademark when it launched in 2007 but the label has since expanded its range to encompass separates. Its collections now include printed skirts, embellished cardigans, macs and dresses.
Yumi’s new logo, which will be rolled out for autumn 13, features a bird monogram which is made up of cleverly arranged hearts and birds.
The colour palette will also change from black, pink and yellow to subtle greens and plums mixed with soft creams and granite. This colour palette will also be used on all packaging and carried through to the re-vamped stores.
The new concept will be officially unveiled at streetwear trade show Bread and Butter in Berlin this week.
Founder Uttam Nepal said: “The rebrand project has been an interesting journey and we feel like this new identity paves the way for the growth of both the product and the business.
“We will be completing a full roll out and have just finished the exciting phase of signing off all of the new packaging. We feel that the new Yumi look will be equally as exciting for our wholesale customers, injecting some fresh life into their merchandising.”