The fragrance market is saturated with brands offering an escape from life. They offer spices that play a passive role by encouraging harmony and balance. Yugen wants you to feel more, live more and love living.

When it comes to communicating the Yugen brand, color is quintessential. The colors are chosen based on the ingredients and varied emotions of each scent. They are a positive and colorful expression for each fragrance. As fragrances and subsequent color schemes are added, the logotype maintains brand equity by reinforcing the simplicity, honesty and optimism of the brand. Triangles, infused with color and arranged in different ways, can be used to suggest dynamism, energy, movement, and positivity. Combined with imagery and type they create a lively expression for the brand.