Tasaki is a Japanese luxury jewellery brand, especially well known for its quality pearls. In fact, the company’s roots were in the culturing of pearls before it turned to crafting jewellery. This tradition has always served Tasaki well, but there came a point when its main customer base had matured—the perception was that Tasaki was a quality-focused, but rather staid brand. The company sent out a request for proposals on how to rejuvenate the brand and make it a leader in the luxury goods category for a younger clientele.
The first thing to go was the ”cutesy” swan icon that had represented the brand for so many years. Instead, we developed a custom Tasaki typeface for their logomark and overall communication. The logotype has a classic serif look with details such as, for instance, a soft feminine brush in the K and elegantly proportioned weight and contrast in individual letters. On oversized posters or jewellery boxes, the typeface and logomark signal modern internationalism and a premium brand aesthetic.
Our solution has been applied throughout Tasaki, from business cards to signage and packaging. The colours and concept of the packaging have been applied to the flagship store in Ginza, Tokyo where a facade of layered glass creates a subtle and sensitive atmosphere that truly reflects the re-shaped brand. Tasaki is now perceived as a relevant modern luxury choice within its target group, and has positioned itself as a player among the world’s largest and most successful jewellery brands.