Behind Japan’s modern façade and giant global corporations is an older economy that persists almost unnoticed: the family-owned businesses of thousands of artisans.
These artisans practice crafts handed down over centuries, producing foods, furniture, tableware, clothing, paper, jewelry, and a myriad of arcane specialties. Many deserve to be every bit as famous as the top French, Swiss, or Italian artisans. All they lack is one modern craft: branding skills.
Working with The Japan Brand Development Assistance Program, a government-industry joint venture that is designed to deliver that know-how to small and medium-sized enterprises across the country, we created an effective brand identity for Japan’s artisans.
By identifying key attributes shared by Japan Brand’s clients, we developed key strategies to drive product evolution. We shaped a verbal identity for the brand and crafted it into a simple but compelling brand symbol. Finally, a new web-based interactive communications tool for Japan Brand was created.