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Case studyInfiniqe × YAWI

YAWI

An idea to build a fashion brand.

What the client wanted

Quality oversized graphic T-shirts at accessible prices, with designs young people could connect with.

Infiniqe joined from day one: shaping the positioning, designing product graphics, building the online store, and taking YAWI to market.

“You are worth it.”The idea behind YAWI.

  • Brand direction

    Self-worth and individuality, expressed through clothing.

  • Product expression

    Original graphics inspired by the audience’s interests, printed on 240 GSM oversized T-shirts.

  • Communication

    Carry that direction through photography, content, the Shopify store, and Meta ads.

  1. Audience
  2. Positioning
  3. Design
  4. Communication
  5. Purchase

Here’s what we built.

  1. Brand

    • Strategy
    • Positioning
    • Logo
    • Visual Identity

    1 / 5

    • The YAWI logo, a leaping figure beside the wordmark, in white on YAWI green, with the line You are worth it.
    • YAWI business cards: the green front with the logo, and the white back that reads Every print of our T-shirts is art.
    • A model in an oversized black YAWI T-shirt on a station platform, the green and white hand tags at his side.
    • The printed YAWI neck label inside a white T-shirt, with the size, 100% cotton, made in India and www.yawi.in.
    • The YAWI thank-you card that goes out with every order, its green front beside the white back.
    • A green YAWI courier bag carrying the logo, on a cream backdrop.

  2. Product

    • Original, In-House T-Shirt Graphics

    2 / 5

    • The back of a white YAWI tee printed with the Donut kill my vibe graphic, worn by the sea.
    • The Vanvaas tee laid flat: an original illustrated graphic on a cream oversized T-shirt.
    • A white YAWI tee with an original Max Verstappen race graphic across the back.
    • The Coffee tee, an original YAWI graphic, as a flat product shot on an orange ground.
    • A cream YAWI tee with a hand-drawn Matcha graphic, worn in a café.

  3. Commerce

    • Shopify Store
    • Conversion Optimisation

    3 / 5

    • The Shop by culture row of the YAWI store: Aesthetics, Anime, Cars, Formula 1, Football and Wordplay, over the store's three promises.
    • The YAWI store's Bestseller shelf, tees with their prices and offers, beside the rail of collections.
    • The product page for the Here we go tee: its photos, price, sizes, offers and Add to cart.
    • The quick view of the Schumacher Legacy tee, with its photos, price, sizes and Add to Cart.
    • The YAWI cart: a bar that unlocks 10% and then 20% off, two tees, and Check Out.
    • The size guide for the 240 GSM oversized tee, opened over its product page.
    • The quick view of the Racing Line tee, with its photos, price, sizes and Add to Cart.
    • Built beyond basics: a YAWI tee with notes on its print, its 240 GSM cotton and its oversized fit.

  4. Content

    • Photography
    • Reels
    • Videos
    • Social Media
    • Catalogues

    4 / 5

    • Ten posts from the YAWI Instagram grid, @yawiapparels: Same tee, different you; Match-day rule; Fandom; Exposing you; Your race weekend, your ritual; Make it yours.
    • A frame from a YAWI reel: in the studio, a printed tee under the designer's hands.
    • A street photo from a YAWI shoot: a model walking in a white YAWI tee.
    • A YAWI social post on red: a model in a YAWI tee, sitting with a football.
    • A YAWI social post, Same chai, different generation: a model in a black YAWI tee at a tea stall.
    • A YAWI social post on red, Found your thing?, a model among the tees.

  5. Campaigns

    • Meta Ads
    • Conversion Campaigns
    • WhatsApp Automation

    5 / 5

    • A YAWI Meta ad for the football tees, Flat 20% off, in story format.
    • A still from a YAWI video ad: two models in matching YAWI tees against a concrete wall.
    • A YAWI Meta ad for the F1 tees: For the ones who live every lap.
    • A YAWI conversion ad, Buy 4 tees, with models in YAWI prints.
    • A YAWI Meta ad, Prints: a group of models in YAWI tees.

From an idea to customer orders.

Sales revenue in two months
₹10 lakh+
Orders
440
New followers
3,960
Reported increase in reach
5.19M+
Next case studyJUMBOAn established business. Two priorities for its next chapter.
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