Brody Associates unpacks its visual identity overhaul for Japanese beauty brand Shiseido
Neville Brody and Philip Rodgers tell us how they translated the brand’s 150-year, avant-garde creative history into a unified global identity for a modern audience.
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Brody Associates just spent an intense three years overhauling the brand identity for Japanese beauty brand Shiseido. Though, considering it’s the first full rebrand in 150 years and it's among the top five largest cosmetics companies in the world, perhaps the long process is quite fitting.
It began with Shiseido inviting the London-based studio to work on a single campaign, but while developing it, “a lot of questions came out about both deeper brand strategy and brand image,” explains agency founder Neville Brody, “as well as more practical challenges around identity, imagery, typography, etc.” So the project expanded, with the studio eventually completely restructuring the company’s “brand code” and delivering a new set of brand guidelines to refresh, unify and modernise its visual identity globally.