Yoon:Ae is a Korean street/casualwear brand that proposes clothing which is comfortable in daily life, yet creates a distinct mood.
‍However, during the early launch phase:
‍・Brand mood and visual identity were not yet established
・Product exposure focused mostly on individual items, resulting in low style association
・Consumers had difficulty intuitively understanding “What kind of vibe does Yoon:Ae represent?”

‍In the fashion market, where trend competition and lookbook-driven visual differentiation are essential, a branding strategy centered on experiential styling content was necessary to communicate the brand’s unique atmosphere.

1) Mood & Style Identity Establishment
・Defined the brand narrative as “Clothes that set the mood of your day.”
・Created moodboards referencing Pinterest, Musubore, NO ONE, and layered styling aesthetics
・Shifted messaging from simply “products” to “a way to style and express your daily vibe.”

2) Influencer & Try-On Seeding Program
・Organized a try-on influencer program with women in their 20s–30s skilled in natural styling
・Produced lookbook-style full-body styling shots + lifestyle vlog content
‍・Emphasized “how the outfit changes your mood,” rather than simply “looking nice”

‍3) Instagram-Centered Content Expansion
・Developed 15–30 second emotional Reels featuring café/urban lifestyle backdrops
・Curated the brand feed using natural tones + film-inspired texture + street snap composition
・Prioritized silhouette, layering, and fit over product detail close-ups

‍4) Performance Marketing for Search & Conversion
・Used Instagram / META ads to guide audiences from lookbook content → brand page
‍・Optimized product pages with fit photos and real-size reference information for purchase support‍