YŪGEN

YŪGEN is a speculative brand of emotional biotechnology that transforms dreaming into a guided, intimate, and symbolic experience. Developed as part of my Master’s in Art Direction, this concept combines AI, bioresonance, and narrative design to create personalized dreamscapes. Inspired by the Japanese word Yūgen—the subtle beauty of the inexplicable—the brand fuses poetry, sensory design, and futurism into a minimal, immersive universe.

The system includes brand identity, packaging design, a digital app interface, and a full visual campaign spanning print, outdoor, and digital. The translucent violet capsule, enclosed in a soft lavender container, becomes both a ritual object and emotional trigger.

Role: art direction, concept development, naming, storytelling, packaging design, visual identity, digital and print campaign. Academic project for the Master in Art Direction at Blanquerna – Universitat Ramon Llull.