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GUO PEI X YUAN FEN

BRANDING, PACKAGING, & BRAND INTEGRATION

 

Guo Pei’s brand represents intricacy and intention. It is luxury with passion, it is the charm with precision. She creates a larger than life narrative through every gown she touches. These stories encapsulate legends and motifs of the Chinese culture she was raised with, personal experiences and even westernized concepts and beliefs. 

Guo Pei romanticizes these legends and tales through her design. Her audience is those who fall in love with more than these dresses but the idea behind them. Yuan Fen was born out of this insight -we wanted to create a luxury fragrance line that would allow Guo Pei’s image to transcend past fashion and into the minds of her target demographic as a lifestyle.