We positioned Ura to cater to the contemporary global woman, who is always on the move. The goal was to make women think about how they perceive their closet and reimagine their transactional relationship with clothes since the brand’s pieces were built to be timeless. We crafted the brand identity and executed it through a packaging system and e-commerce website for the brand.
The typographic mark with a low 'x height' and custom 'fins' is swift and sleek, while the mnemonic is inspired from women's collars.
The packaging system focused on communicating a strong brand personality.
The box featured the mnemonic in a pattern mimicking heart waves since Ura means 'from the heart'. The inner wrap was printed butter paper to give the feel of a luxury product. The tag for each clothing category carried copy relating the product to the emotion it could evoke.
A founder led brand note in each box gave a strong reason-to-be for the brand.