P003 → Y/Project x Arianee
[Art Direction, UX Design, Strategy]A digital product passport for Y/Project: Building a brand beyond this world!
The fashion brand Y/Project wants to develop a Digital Product Passport (DPP) that appeals to Gen Z, a key driver of the circular economy. In collaboration with Arianee, a company specializing in DPP solutions, and Amaury Martin, Head of Communication at Y/Project, I worked alongside three other designers to address key questions: What should DPPs include? What access should they provide? And how can Y/Project make them engaging and relevant to consumers?
Y/Project's brand identity embraces individuality, versatility, absurdity, opulence, and the transition from catwalk to daily life. Its customers are fashion geeks who love seeing how fellow Y/Project fans style their looks. To encourage them to create a Digital Product Passport (DPP) account, the focus is on building an online fashion community where members can resell Y/Project items, explore styling inspiration and access exclusive events, offering full entry to what we call the "Geek Universe Passport."
The DPP design reflects a playful nod to actual passports, featuring elements like product stamps, perforated pages and intricate background decorations.
New members will answer a series of questions such as ‘Which emoji set are you?’ or ‘Lace or leather?’ Based on their answers, a personalized profile will be created, complete with a unique Geek Universe Passport name, such as ‘Goth Lolita.’ Once their profile is set up, customers gain access to their ‘online closet,’ where all their Y/Project items are stored digitally as stamps. These items can be resold to other members within the community.
With the Geek Universe Passport, users can access detailed information about their items, including styling tips, repair options, sourcing details, and the environmental impact of each piece. This initiative not only promotes sustainability but also deepens the connection between Y/Project and its community.
Press coverage on Dazed and communication on Instagram highlight exclusive events for Y/Project customers with a digital product passport.
This project was a collaborative effort with Juliana Mueller, Shubhie Goswamy and Alice Wanderland.