Yimin Zhao
Founder · Art Director
Studios:Studioenok
Quotes
“The brand speaks about efficacy and material science, but it also lives in moments that are intimate, human and close to the body.”
“The typography therefore had to feel precise without becoming clinical, and warm without drifting into cuteness.”
“The role of design is not to dominate attention, but to support a more natural relationship between person and product.”
“A typeface was needed that could express focus, structural clarity and a grounded physical presence – qualities essential to the brand’s shift from street-culture aesthetics toward a more contemporary, attitude-driven identity.”
“Together, these constraints reorganise ‘random anxiety’ into a system that can expand, repeat and carry dense information without losing clarity.”
“The symbols function more as objects than letters. Framing them this way gives the brand a more tangible, physical reading – something closer to components than typography.”