GRÉGOIRE signs a new visual identity and e-commerce project in the fashion sector, developed within the GRÉGOIRE Startup program: YUMEA. A sub-brand developed by ARAFTU Couture, YUMEA addresses a generation looking for practical, on-trend, and versatile pieces. The project builds on ARAFTU’s technical structure and translates it into a more urban, direct direction, adapted to everyday rhythm.
The YUMEA visual identity is simple, direct, and easy to use. The logo is clear and legible, complemented by a graphic symbol built around the idea of structure and intersection, conceived as a modular element that can be used independently from the logo in digital, editorial, or commercial contexts. The visual direction supports the brand’s urban positioning and maintains continuity with ARAFTU.
The YUMEA website, developed on the Shopify platform, follows the same logic of clarity and functionality. The structure is simple, navigation intuitive, with a clear focus on the product and a coherent presentation. The design is airy and controlled, without elements that fragment the experience. Shopify supports a smooth user journey on both desktop and mobile, allowing efficient content management.
The product presentation is complemented by ghost mannequin product photography, produced at GRÉGOIRE Studios. The approach is technical and precise, focused on accurately rendering the cut, volumes, and materials. The images support the coherence of the entire visual system and contribute to a clear shopping experience, where the product remains the focal point.
The website can be accessed at yumea.ro, as part of the digital ecosystem built around the brand.
