The assignment
For our next course assignment, we had to create a logo, brand style guide and a simple GIF of the logo. We could choose between 3 fictional clients, and this was the one I chose to go for:
Tsumugi, a Japanese textile and fabric shop located in Amsterdam. The shop sells high quality natural fabrics sourced directly from Japan, in unique patterns that are used in various products, from fashion to home decor.
Tsumugi wants a visual identity that mixes both Japanese tradition and Dutch modernity, while also appealing to those who care for the use of natural fabrics, unique design and appreciate the culture. This needs to be reflected in the logo and brand style guide, and should be simple, but elegant.
Target market
The client wants something that’s applicable to their diverse customer base in Amsterdam. They already have a strong reputation among those who appreciate authentic Japanese craftmanship, but they also want to reach out to:
- Young adults, age 18-35
- Those who care about the use of natural fabrics
- Those who value sustainability
- Those who appreciate the use of unique design
Brand positioning statement
”To those seeking a cultural shopping experience, Tsumugi is a traditional Japanese textile boutique that values elegance and precision by using high quality natural fabrics.”
The design process
The first digitalized versions. I really liked option 1, but felt like something was missing. After conversing with my teachers for some guidance, I was advised to reverse the colors to see how that would look.
That concludes my assignment for Strategic Design. I’m really happy with how everything turned out, and I think my design reaches the target market and reflects the elegance of the brand.
Maria Haugen 