The House of Yuri
JUN, 2023 - SEP, 2023
Blend another classic
THY (The House of Yuri) is a lifestyle brand that adds unique character to everyday items, enriching life
with diversity and depth.To move beyond the influencer-driven image of Kims Apparel and the limitations of
being solely an "apparel" brand, we embarked on a rebranding journey to expand our audience and ensure
long-term brand sustainability.
We redefined our direction as a contemporary brand that emphasizes a distinctive style over individual character. Rooted in an aesthetic perspective that embraces the philosophy of aestheticism, we developed THY’s brand story, philosophy, and naming with a refined artistic approach.
An abbreviation of The House of Yuri, THY encapsulates the essence of a home—a personal space enriched with inspiring aesthetics. The tagline, “Blend Another Classic,” reflects the brand’s vision of creating a boundless lifestyle where individuals can freely express themselves, just as they do in their own homes. Through THY, we invite each person to craft their own definition of classic.
This brand philosophy extends to THY’s visual identity, which takes inspiration from the concept of a home. The monogram, shaped like an arched doorway, symbolizes an entrance into a world of inspiration, while the abbreviated logo reinforces this idea. A neutral black color palette, which harmoniously embraces bold and subtle tones, represents THY’s open and limitless perspective.