Yugen is born from a passion for embracing diversity and celebrating the rich tapestry of Asian cultures. Founded in the heart of Vancouver, their journey began with a vision to create clothing that not only looks good but also tells a story – a story of heritage, collaboration, and comfort.

My role in shaping their branding identity was a journey of understanding and amplifying these core values, making sure that every aspect of their visual identity and messaging resonated with their mission to create connections and appreciation of cultures.