A new world of beauty has opened on Döbelnsgatan in Stockholm. YAY YAY is where Japanese rituals meet Scandinavian simplicity,  a meeting point between two worlds, two ways of living, and two kinds of beauty.

Founded by WDW Creative Studio and Oscar Sandberg, YAY YAY is a platform and community for Japanese beauty and the philosophy behind it. At its core lies balance. The in-between.

Designing the Balance

Our task at WDW was to translate a feeling, not just to design a brand. We set out to create a visual identity that moves between cultures, where precision meets softness and minimalism meets ritual.

The inspiration came from Japandi, the fusion of Japanese harmony and Scandinavian clarity. This became our compass throughout the process, from the logotype to the design system and the use of color.

In the Name and the Design System

The name YAY YAY is built from two equal parts, one from Japan and one from Scandinavia.
In the logo, the first “YAY” includes a subtle Japanese character that phonetically reads the name, while the second “YAY” carries an integrated Ä as a quiet reference to the Swedish language.

The design system is built around ritual, visualized through a structured grid inspired by tiles, bathrooms, and time. It reflects rhythm, clarity, and the mindful repetition of everyday life.

A Palette of Balance

The color palette is intentionally simple:

• A warm red-orange drawn from Japanese aesthetics.
• A light beige representing Scandinavian calm.
• And black, used for contrast and attitude.

Together they form a balanced, grounded expression, confident yet understated. Because Japanese skincare isn’t about perfection, it’s about balance. About the beauty of taking care of yourself, both through calm rituals and moments of joy.

An Aesthetic of Ritual

YAY YAY’s design is built as a ritual - simple, rhythmic, and intentional.
Every detail, from the logo to the physical and digital expressions, carries the same idea: beauty isn’t something to achieve, it’s something to experience.