YY (Yue Yang Atelier YY）
InfoYue Yang (YY) is a research and practice base creative, whose practice moves between waking reality and lucid dream-states. Based in Melbourne, Australia with a floating root. Through fieldtrips, and research on dreams, YY constructs visual systems that translate drifting consciousness into images, objects, type and multi-lingual fragments.
Table of Content
Graphic Base
2D graphic design works ranging from publication designs, exhibition identities, anything in the commercial settings.
Illustration
Using illustration as a form of graphic narrations
Research
Research-base creative practices
Research On Dream
Work in Progress
Atelier YY, 2026
002 → 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