JOURNEY TO TAKUMI

As part of a 30th anniversary event and media car launch for a prestigious Japanese car manufacturer, we were asked to create an umbrella concept that captured the essence of the client’s brand, as well as convey the heritage and craftsmanship that is an integral component of its DNA. Using the Japanese concept of Takumi, meaning to be master of a craft, we were able to tie this back to both the company’s heritage as well as its milestone 30th anniversary. By calculating that it takes 30 years to achieve Takumi, we created an opportunity for both concepts to converge. Graphically, we were again able to draw on Japanese craftsmanship. Using washi paper texture and traditional lettering forms, we focused on the Japanese characters ‘30’ as the icon for the event. Inspiring attendees through language and imagery to create the ‘Journey to Takumi.’