I’ve been working with Yui for about two years now, starting with branding, marketing plans, and strategies to get her business off the ground. Elly, a chemist based in Belgium, created what I believe is the best product I’ve ever worked with, a powder face cleanser. It’s waterless, waste-free, perfume-free, and, in my opinion, the ultimate in sustainability. I’ve used it ever since, and my skin has never felt fresher, plus, I've managed to use it every day for the past two years and only needed 3 bottles so far. It's a brand where instead of using Japanese philosophy, I used Japanese 'kawaii' design. To make it young, cute and fresh.

I helped Elly during her launch with branding and marketing and continue to support her with marketing campaigns and consultancy when needed. Over time, she’s made the brand her own, adapting it to her personality and style. I really see this brand as promising cause of the solid and premium product she created. Recently, I designed the labels for her next product and shot a campaign for the oil she created over the summer.

Video & photo: Ryan Tu @ryancreative

Model: Lea @espasionara

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