Vyshyta is a young modern Ukrainian fashion brand that celebrates the cultural heritage of the vyshyvanka, a traditional Ukrainian embroidered shirt or dress. Vyshyta aims to create modern wearable handcrafted pieces that keep alive ancient Ukrainian techniques and sustain high quality. Our goal was to create a brand identity that reflects the fusion of folk motifs with contemporary designs, encapsulating the essence of Vyshyta’s clothing.

In our creative process, we had two main challenges. The first one was to convey the brand’s modernity while deeply honoring the Ukrainian national heritage and ancient embroidery techniques. The second one was the fact that Vyshyta also targets international markets, so the identity should resonate with a very broad audience while connecting the brand with Ukrainian traditions and culture.
Thus, we modernized traditional Ukrainian symbols to create a contemporary brand image.

We took our inspiration from the aesthetics of Ukrainian design of the early 20th century, particularly graphic elements found in printed materials like magazines, books, and publishing houses. The brand identity is blooming with floral and animalistic elements, following the softness of smooth embroidered lines. The graphics gently frame garments, weave into the brand’s visuals, and emphasize embroidered ornaments.

All brand’s garments are produced locally and ethically in Ukraine. This became a reason for us to focus on designing more environmentally friendly packaging. We have abandoned plastic bags in favor of paper, with a minimal number of layers in the packaging.