Brand and packaging design for YYS

YYS is a beauty brand that offers a holistic wellness experience by combining ancient traditions. Its founder, Katja Kokko, has over 25 years of experience in cosmetics formulations, Chinese medicine, and yoga. The brand provides skin care products, gua sha tools, and signature experiences like yoga, meditation, and sound healing.

In 2023, YYS launched its products globally and needed to update its branding and packaging design to match its high-quality offerings and price point. The brand required scaling from a local brand to a global one.

YYS has crafted a universe that seamlessly blends the beauty of natural cosmetics, the power of Chinese medicine, and sound healing qualities. Combining these elements with fashion aesthetics, symbols, and digital innovation has created a unique world where everyone can discover the best quality and knowledge.

The brand identity incorporates symbolism as its primary visual element across all its branding. The outer packaging of each product features three enigmatic elements that are finished with a glossy varnish to make them stand out from the uncoated packaging material. These elements are also vinyl stickers that come in envelopes and postal boxes. Each element, such as butterfly wings, snakes, flowers, etc., is brought to life in 3D. Macro-level images serve as product backdrops, making the universe come alive on all surfaces.

YYS represents the highest quality in natural cosmetics, providing a unique experience and result for your skin and well-being.