Silver Graphics, Illustration and Visual Communication Design · 2022
Tsubasa.Y Brand Integration
by Siwei Lai
- A' Design Award 2022 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2022
- CLIENT: Tsubasa.y
- Estimated Number of Design Views: 33,848
- Verification code E48AA10548 · Verify this award
About Tsubasa.Y Brand Integration
Tsubasa.Y is a vintage selection shop, that in the piles of clothing of different times, looking for the exclusive taste of different self, constantly experimenting and merging, producing a fashion sound that this generation has never had before, just like the name of Tsubasa (wing), leading the ancient fascination to fly in the different clothes between the texture and the story. This case packs the shop's identification, packaging, and print design.
Press Kit
- Unique Properties
- TSUBASA.Y is a vintage selection shop, choosing unique and tasteful selections from all over the world. This case packs the shop’s identification, packaging, and print design.
- Tags
- Visual Identity, Logo, Branding, graphics, printed matter
- Production Technology
- Especially the design on the outer packaging stickers allows the shop assistants to customize and interact with consumers
The clerk uses the blank space of the sticker, draws, and leaves a message so that every consumer can feel a sense of honor and uniqueness when receiving the goods. There is a touch of digital printing in the blank space of the sticker, which is replaced every year according to the number of years the brand has been established. - Project Duration
- The project started in March 2021 and finished in June 2021, in Taichung City, Taiwan.
- Inspiration
- In the identification design, the initials of the brand name "TSUBASA" (Japanese meaning wings) and Y are the main shape combinations, and the main shape is formed like a bird spreading its wings. Use simple lines to create a sense of refinement and quality.
Colors of Tsubasa.Y Brand Integration
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Grand Interview about Tsubasa.Y Brand Integration
This idea came from observing the spirit of vintage shops—how handwritten tags and stamps once made shopping a form of record-keeping. The stickers in Tsubasa.Y were designed for staff to write and doodle at the moment of packaging, passing along a joyful atmosphere. Each sticker becomes a small interaction, a timestamp in the brand’s evolving language.
The logo was inspired by the founder’s early dream of building a mini stage inside the shop—where he could perform. We fused a guitar and wing into a geometric crest-like emblem, symbolizing aspiration and movement. It reflects the brand’s spirit of curating the past while evolving toward the contemporary.
We started with layout structure and material choices—preserving the tactile tone of vintage selections while avoiding imitation. Each design detail was crafted with a contemporary sensibility, giving the brand a look that feels both familiar and fresh.
It’s about layering time. Designing a new sticker each year lets loyal customers notice change while building a visual timeline—like growth rings. Identity becomes a feeling of time, not just a static mark.
The challenge was making each design usable and adaptable. From stickers to member cards and in-store signage, everything had to work both visually and operationally. We built a modular system that allows flexibility while maintaining brand consistency.
The logo was inspired by the founder’s early dream of building a mini stage inside the shop—where he could play music. We combined the forms of a guitar and wings into a geometric emblem that expresses this spirit visually. The typography carries a rhythmic, almost musical quality with vintage undertones. Paired with clean line work, the identity becomes adaptable across diverse brand materials.
The brand system was designed with modularity in mind from the start. Every component—typography, color blocking, sticker layout—was built as a flexible unit. This allows each part to function independently while remaining cohesive within the broader brand context.
We realized that what customers remember most isn’t always the design—it’s the human touch. So we created a writable sticker area for staff to doodle or leave a quick note. These personal marks turn each package into a unique and joyful experience, fostering small but meaningful moments of connection between the brand and its customers.
We selected culturally resonant yet universal themes—like growth rings, shop seals, and everyday rituals—instead of relying on region-specific motifs. This approach retained a sense of cultural texture while ensuring readability and emotional accessibility across different audiences.
To me, brand identity should grow like a plant—rooted but ever-changing in its branches. The core vocabulary (color, layout, symbol) will remain stable, while new elements will evolve annually based on shop events and customer engagement. It’s not simply about updates, but designing with a rhythm that dances with time.