‘nuinui’ is an independent embroidery artist based in Kyoto, Japan who learned traditional Japanese work. She specializes in combining Japanese traditional and modern works. My brief was to distill and communicate the creative spirit of this newly established brand.
Work began with a series of research including traveling to Kyoto and visiting her studio, which established the core concept of threshold – ‘creation from scratch’ -. Her challenge is new creations interweaving tradition and fresh ideas. This central idea echoes the whole work from brief to design.
The Outcome
The hand-drawn thread form was chosen for the final logo idea. It oozes craftsmanship and her passion for the materials. She uses finely chosen silk thread for her work to celebrate traditional Japanese embroidery. This stitch form represents not only embroidery but also the anticipation of her creation.
The pattern is made of the photographic texture of thread used in her work. It represents the concept and her special materials in the same way as the logo does. This also shows a seed of joy and excitement for nuinui’s final work.
I rolled these design elements out across a variety of applications, print and web.
I built a website from scratch including photo shootings. The structure is simple and carefully considered the usability
I also introduced ‘Furoshiki cloth’ which is a Japanese traditional wrapping material. This is a reusable wrapping material expected to use repeatedly after the first use as a memorable item of the brand, for example, a headscarf.
