The brand's full name is Be Yourself and the logo consists of “Be”, equals, the capital U and a semicolon. The brand's philosophy of finding oneself and being oneself is not only an encouragement to consumers, it is the brand's attitude towards itself. E, equals and U form a pattern like a key, while the semicolon is a door. The brand hopes to break through the confines of traditional ideas and open the door to a new world of fashion.

The image above incorporates the design of branded business cards, garment tags, garment brand labels, laundry labels, branded shopping bags and courier packaging.