YY (Yue Yang, Atelier YY）
Instagram | Vonixix@gmail.com
InfoYue Yang (YY) is a multidisciplinary designer and art director born in China and raised across Singapore, Sydney, and Melbourne. Her work bridges design strategy, cultural translation, and visual storytelling, blending East-Asian sensitivity and philosophy with a French-inflected aesthetic.
YY creates design systems that connect conceptual clarity with emotional depth, crafting identities, publications, and visual worlds that move between structure and story. Based mainly in Narrm/Melbourne, she also works between Beijing, Shanghai, Paris, and Bourges.
Education2021 - 2022
Master of Design
RMIT, Melbourne, Australia
2019 - 2020
Graduate Diploma of Early Childhood Education
RMIT, Melbourne, Australia
2014 - 2018
Bachelor of Design (Textile & Graphic)
UNSW, Sydney, Australia
Experiences2016 - Current
Freelance Designer & Illustrator
I’ve worked with:
Alliance Française de Sydney
Australia Centre for Contemporary Art (ACCA)
Musuem of Chinese Australian History
Open House Melbourne
Committee for Melbourne
M33
Liminal Magazine
Bowen Street Press
2023 - 2025
Head of Creatives & In-house Designer
Somage Fine Foods Australia
2019 - 2022
Early Childhood Teacher while freelancing and studying
Table of Content
Graphic Design
printed matter
art direction
Visual Identity
Visual Identity
Book Design
2025
2023 - 2025
2022
2022
2022
Illustrations2025
2025
2022
2022
Researchcopyright @ Atelier YY 2025002 → Case Studies：Somage Art Direction
The rebranding of Somage Fine Foods redefines how nature exists within modernity — not as decoration, but as design philosophy.Rooted in Somage’s B Corp values, the new identity merges sensorial purity with structural clarity. Each touchpoint — from packaging to website — becomes a contemplative system where material, language, and interface reconnect body and mind to nature.
The retail boxes act as publications in disguise: carrying ingredient stories, brewing rituals, and quiet beauty. The B2B pouches turn typography into function — designed for speed, clarity, and accuracy in both café and warehouse. The digital platform extends tactility into motion, transforming e-commerce into a slow, sensory narrative.
Through restrained materiality, ecological sourcing, and narrative design, Somage achieves a new kind of equilibrium: modern nature — where commercial growth and philosophical depth coexist in one unified visual system.
01/03 Packaging System
From Object to Ecosystem Retail Gift Boxes
— Packaging as Publication
The retail packaging redefines what a box can do. Each surface communicates — ingredient stories, infusion rituals, and a full product A La Carte inviting curiosity beyond purchase.The boxes use recycled paper infused with herbal fibres, minimal vegetable inks, and embossed logos to materialise ecological care.Strategically, these choices align sustainability with desirability, proving that responsibility can look refined.
Inside, the inner ingredient pouch continues this philosophy through a research-led design. Each illustration and typographic detail reflects observations gathered across process and place — from conversations with the team and time spent in factories, to travelling through tea farms and studying nature’s quiet geometries. The inner packaging becomes a narrative of learning: a visual record of how design grows from field to hand.
“It’s the only packaging we kept.”
— Customer feedback, 2025
B2B Pouches — Typographic Systems for Operational Clarity
(left - design in the past, right - rebranded design)
The pouch redesign emerged from observing Somage’s fulfilment team. Typographic reorganisation reduced mislabelling and saved handling time — turning graphic design into operational intelligence.
Each pouch now functions as a quick-reference document: bold product names, clear grammage, and QR codes linking to infusion guides. It bridges physical workflow and digital navigation with elegant precision.
02/03 Digital Experience — Extending Tactility Online
The new Somage website translates the brand’s sensory values into digital rhythm.
Landing sequences unfold like a narrative film — blending archival footage with quiet transitions to reveal Somage’s culture, ingredients, and people.
Each product page balances storytelling with usability: interactive brewing guides, ingredient visuals, and refined purchase flow that turns buying into a meditative interaction.
Strategically, the website reframes e-commerce as sensorial education, transforming casual browsing into cultural immersion.
www.somage.com.au
“We wanted to make a purchase, but ended up browsing for two hours along with the puchase”
— Customer feedback, 2025
03/03 Design Philosophy — Bridging Thought and Market
Somage’s rebranding demonstrates how design can turn philosophy into growth.By merging ecological integrity, typographic precision, and narrative rhythm, the new system builds trust and emotional resonance.Its success was not measured in numbers but in response — visitors lingered, teams worked faster, and packaging became collectible.
Somage represents a new archetype of design:
A system where commerce becomes contemplation,
and nature, in all its purity, learns to speak the language of the modern world.
Read the blog I composed
1. A Trip to China —Of Tea Tasting ——
The Village of Tea and the Behind the Scenes of Somage Packaging
2. A Trip to China —Of Tea Tasting, The Village of Tea and the Behind the Scenes of Somage Packaging