Lucas Yu

NotJama

Comfortably Unapologetic

NotJama stands out as a brand that doesn't get caught up in taking itself too seriously.

It's more than just pajamas; it's a statement that being true to yourself is the ultimate form of comfort and style.

They wanted a brand identity that was as bold and playful as their approach to reinventing pajamas.
For that, we introduced a hint of the surreal to give a refreshing spin to the classic pajama industry.

STUD.Yu

Branding, Concept & Art: Lucas Yu