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Beini Shen

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design
Course:
Graduate Studio 4
Faculty:
Lauren Cantor
Term:
2025 Spring

Yumen - Brand Identity Design

A complete brand identity and strategy system for the conceptual perfume brand YUMEN, centered on a ‘sensory narrative of the night.’ The design combines Eastern aesthetics, moonlit imagery, and immersive storytelling to create a dreamlike brand atmosphere. The project includes typography, packaging, and motion visuals, together presenting a brand visual language that is both narrative-driven and emotive.

Process:

This project began with a deep dive into “night aesthetics” to establish a strategic brand foundation, followed by the creation of a visual system that bridges Eastern aesthetics with modern dreamscapes. I developed a custom typographic language and explored AI-driven visualization to refine the atmospheric packaging and some brand assets. Finally, I extended the brand across physical and digital touchpoints, grounding the creative vision with a business-driven analysis of production costs, audience demographics, and long-term profitability models.

Learning Outcomes:
  • Integrated Brand Systems: Mastered the ability to translate an abstract sensory concept into a cohesive, multi-dimensional visual identity.
  • Strategic & Commercial Thinking: Developed a rigorous approach to branding that balances aesthetic storytelling with quantitative business metrics, including financial forecasting and market positioning.
  • Technological Practice: Gained proficiency in utilizing AI tools for iterative prototyping and conceptual rendering to enhance creative efficiency.
Project Website:
https://beinidesign.com/yumen
Tags:
Branding,
Storytelling,
Typography