Japan is home to the world’s most enduring companies.
There are 26,000 companies in Japan that have lasted over 100 years, and even some over 1,000 years. We believe these companies have endured because they exist not only for themselves or for profit, but because they continue serving and growing for their customers, employees, and the wider community.
We adopt this mentality to our branding process, creating brands that are immutable, one-of-a-kind, and long-lasting.
Our point of departure is the inherent values held by the people of a company or organization, rather than ever-changing market trends. As a result, we create unique, lasting brand identities that can inform daily and long-term decisions for growth over time, and represents the company’s true purpose.
How do we create a timeless brand?
The modern age is dynamic, so businesses often focus on short-term goals and tasks, or the “leaves” and “flowers” of a tree. However, if the “roots,” “trunk,” and “branches” are not strong, the entire tree withers. We believe a brand’s story has to encompass both the immutable and the ever changing.
Why a unique story is essential.
“Why a brand exists” is often left unspoken, with members of the company heralding slightly different interpretations. It is essential to create a shared set of values that is well communicated and understood.
If the goal is to reach the peak of a mountain, which mountain are you climbing? Without a common goal, it is impossible to communicate between employees, let alone with customers and corporate partners.
The corporate identity is
composed of 3 elements.
With the continued increase in shared information, companies cannot hide behind a façade. Every facet of a company is examined by consumers, so it is essential to define each one of them with a purpose.
= Corporate principles and slogans
= Action by employees
= Brand communication and messaging
(logo, fonts, design, photography etc.)
A brand’s story encompasses the following.
We highlight the brand’s true character,
rather than focus on market needs.
We begin our branding process by examining the brand’s DNA.
We discover how the brand answers to market needs and trends in their own unique way.
How the company made key decisions throughout its history
Desires of the
market and society
How the brand can answer the needs of the times.
Conduct in-depth interviews with key members to extract the company's DNA, and define what the company hopes to achieve.
・Interview with CEO and/or executive members of the company (approx. 5 members)
about the brand’s unique characteristics, common virtues, and goals for the future.
・Conduct analysis and produce reports on gathered information.
Use analysis to create a brand identity that is unique,
and has a clear and defined purpose.
Create and fine-tune the following:
・Brand identity (vision/mission/values/credo/slogan etc. customized to each company)
Based on the new brand identity, decide whether a new company name and logo are necessary, and begin the creative process.
Create and fine-tune the following:
・Market research (as necessary)
Spread the new brand identity through products and services,
as well as online and offline marketing methods.
・Make sure employees understand and communicate the brand identity in their own voice.
・Reflect the new brand identity through existing and new products and services.
・Unify brand communication through online methods such as websites and social media,
and offline methods such as promotional events and goods.
Receive feedback on the new brand identity,
and continue to reexamine and improve upon it.
・Use direct feedback as well as market research to receive input on the brand identity,
and use the constructive feedback to better reach future audiences.