Brody Associates overhauls Japanese beauty brand Shiseido’s identity
Among the new guiding principles for the company is a focus on progressive and environmental values as well as a story of East meets West. December 17, 2020 3:55 pm
Brody Associates has overhauled Shiseido’s brand strategy and positioning for the first time in the beauty company’s almost 150-year history.
The London-based design studio has created a “brand code” which comprises leading principles, identity guidelines and a bespoke typeface. These will be applied to a variety of touchpoints, including campaigns, packaging and retail outlets.
Shiseido was established in the Ginza district of Tokyo, Japan in 1872 and has three main categories: skincare, make-up and fragrance. Its founder Arinobu Fukuhara created the company after visits to America and Europe.
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”
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