umi: Ekaterina Zakharova's Identity for a Japanese Women's Clothing Brand

Named for the sea in Japanese, a label focused on form, texture and fabric rather than colour or trends gets a restrained identity to match.

Identity for clothing brand

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Umi is a Japanese women’s clothing brand. Its defining feature is the creation of essential yet expressive pieces where the focus is placed not on color or trends but on form and quality. The brand designs garments with close attention to texture and fabric combining a restrained aesthetic with thought.The name umi (海) which means sea in Japanese reflects the brand’s philosophy of freedom movement and naturalness. Our garments are free from excess comfortable in motion and natural in texture. Every detail is part of a whole created to form an image where purity of form and practicality are inseparable. The brand is inspired by the sea its movement fluidity and vastness and translates these qualities into the fabric cut and mood of each collection. Umi is a state of freedom embodied in clothing. Thus the wave its form naturalness and harmony became the project’s central metaphor. For this reason the golden ratio was chosen as the foundation of the typography.

(ENG) :: Identity for clothing brand

Umi is a Japanese women’s clothing brand also recognized internationally. Its defining feature is the creation of essential yet expressive pieces where the focus is placed not on color or trends but on form and quality. The brand designs garments with close attention to texture and fabric combining a restrained aesthetic with thoughtful craftsmanship. These are clothes not just meant to be worn but lived in. They breathe and do not require you to become someone else instead they reveal what already exists.

The name umi (海) which means sea in Japanese reflects the brand’s philosophy of freedom movement and naturalness. Our garments are free from excess comfortable in motion and natural in texture. Every detail is part of a whole created to form an image where purity of form and practicality are inseparable.

The brand is inspired by the sea its movement fluidity and vastness and translates these qualities into the fabric cut and mood of each collection. Umi is a state of freedom embodied in clothing. Thus, the logo has a fluidity and a smooth expansion in the letters. The project's metaphor is the wave, its form, naturalness, and harmony. This is precisely why the golden ratio was chosen as the basis for the typography.

Designer: Zakharova Ekaterina

TELEGRAM / INSTAGRAM

Gmail: kkatzakharova@gmail.com

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Originally published on Behance by Ekaterina Zakharova ❀. View the original project.

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Last updated: September 22, 2026

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