Wim vandersleyen, creator of yugen’s visual identity

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Graphic designer Wim, whose experience spans from local bakeries to international brands, plays a central role in shaping Yugen’s visual identity. From the very beginning, he helped define the creative direction, drawing inspiration from the depth and mystery behind the Japanese concept of yugen. His vision established Yugen not just as a beverage brand, but as a living canvas—an open space for illustrators to explore, interpret, and express their own perspective on the natural world. Together, these elements form the foundation of Yugen’s evolving visual journey.