yvy is a leather custom hand-made accessories brand run by Ioana Ionescu. yvy was founded in 1969 by her parents, who were then producing mostly leather handmade suitcases. Today, Ioana is using the same quality of production to create products for the target audience: young women in need of handbags that are tailor-made to their personalities and style and can be customized to each and every client’s aesthetics.



Ioana commissioned me to develop a visual identity system that would be the new face of the brand. I also had to keep in mind the fact that the future business plan of the brand included expanding into other areas like kid’s and men’s collections of leather accessories.


I created a system that would incorporate not only the women’s collection of handbags, but the then-developing kid’s collection and men’s collection also.  At the same time, I created a system of representing every guest collection that the brand created with bloggers, designers or tv personalities.