BRAND IDENTITY FOR “YUNIKA”
Japanese-Russian company. Major activities are oil production, investment and development.
COMPANY’S NEEDS
Company marketing department sought to rebrand the identity of the company.
The existing brandbook didn’t bring about visual associations with Japan and its Japanese roots.
It also allowed little space for designing advertising material as there were a number of constraints. For instance, there was no short version of the logo and additional graphic elements, color solutions were restricted to blue.
TASK
• Develop a brand identity that reflects the Japanese roots of the company while avoiding Japanese cliche symbols like sushi and anime.
• Communicate to the customer the Japanese spirit of the company comprised of Japanese approach to business as well as traditional Japanese values — practicality, rationality, morality, family values, work and career, development, hospitality, restraint.
• Represent the visual style of the company as restrained and business-oriented, on the one hand, while being modern and attractive to the customer, on the other hand.
• At the customer’s request blue was to be the main brand color.
WHAT WAS DONE
• Carried out a research and studied culture and tradition of Japan to make a collection of symbols that capture and convey Japanese spirit to the Russian customer.
• Defined the basic principles of visual identification: minimalism and asymmetry, symbols and metaphors, typography, geometry, patterns.
• Developed rules for the design of promotional products.
• Developed design for main advertising layouts.
