BRAND INTRODUCTION

YUER 雨儿

Haoni, is my given name which means full of power and expectation.

Yuer is my nickname which means intimate, warmth and naivety.

YUER is also the English translation, which represents the personality of my brand.

It represents the character of a modern woman, tough but soft, elegant but funny, and simple yet

meticulous.

I hope this brand can change conventional attitudes, with its belief in fine quality providing

many opportunities for creativity.

It can inspire a new interpretation of lifestyle, and present a new concept to my audience.

Haoni's background was the inspiration for YUER.

YUER combines a modern look but retains a love for natural atmosphere.

Not only does it invoke childishness, but romance.

It's hard to define our dreams in words, but we dare to express the truth in our vision.

YUER wants to invoke passion into each and every creation.

yu-er是一個生活方式的選擇。一切以自然為出發點、在最舒服、最自然的狀態下的冥想而發展出的一種生活姿態。創作者HAONI的成長背景是yu-er的創作原型,從最基本的材質出發,延伸出具有創作者氣質的品牌,取自自然為根源,身為女性天生的陰柔內斂,帶入都會的線條與輪廓、巧妙且適度的點綴帶有童趣的設計。描繪出現代都市生活中自然內斂的姿態,在最舒適、最自在的狀態中捕捉到的巧思與靈感。一點點難以捉摸、一點點空靈、一點點幻想、一點一點認真刻畫。

yu-er期望將這樣的生活美妙滋味實踐在每一件創作當中。霓,取自創作者本身的名字,代表著賦予的生命與期待。雨兒是創作者的小名,代表著一種親暱 保有童真的溫暖。YU-ER,是雨兒的英文直譯。也代表著這個品牌的個性。像一個現代的女性角色,是堅強且溫柔的、是優雅而幽默的。是單純卻縝密的。期許品牌在同一種態度、質感、個性中發展出具有多樣又不衝突的氛圍。

期望品牌以一個生命個體有機生存著,以一個讓人想親近的樣貌來展現給世界。