RE-Branding, workshop: SHISEIDO
When the Shiseido developed its new internal slogan "Move Shiseido". Shiseido's youth creative team was assembled for the new project. It sounded like exciting but difficult. The Young creatives were asked to re-new the corporate logo and the brand book for this historical cosmetic company.
The workshop started from the scratch, to think of "what is brand?". There was a large amount of brand assets and informations. Shiseido is one of a pioneer of the marketing communication in Japan. The problem is how can we make its history to fit to the new slogan, or should we through the heritage away? We could see the sophisticated side of Shiseido and the passionated one in the archive. Both of them looked like very much Shiseido along with the eras.
After weeks of workshop sessions, we reached to the answer. Shiseido owns a contrast with two attractive surfaces. It is like Light and Shadow. the brand is the balance and the tension itself between these.
The workshop started from the scratch, to think of "what is brand?". There was a large amount of brand assets and informations. Shiseido is one of a pioneer of the marketing communication in Japan. The problem is how can we make its history to fit to the new slogan, or should we through the heritage away? We could see the sophisticated side of Shiseido and the passionated one in the archive. Both of them looked like very much Shiseido along with the eras.
After weeks of workshop sessions, we reached to the answer. Shiseido owns a contrast with two attractive surfaces. It is like Light and Shadow. the brand is the balance and the tension itself between these.
