Daiwa, Inc., a Japanese Company based in Los Angeles, CA, has maintained yearly growth in sales, as well as, business expansions, however Daiwa's management decided they had outgrown their currently, outdated brand and identity. They required restructuring for their new marketing needs and goals. My role was to create modern and clean visual aesthetics maintaining the corporate message, and the Marketing team was tasked to develop the strategies.
Our design requirements detailed a contemporary identity emphasizing Daiwa's corporate vision and mission. During the second phase of the project, our goals were to design marketing collaterals, a brand guidelines, digital assets and packaging products.
We planned out two separate phases for delivery.
Phase 1: Pre-release the new look for an upcoming trade show (in less than a month).
Phase 2: A full brand release for pending marketing campaigns in the months to follow.
Research & iterations
During my initial research, I conducted a Competitive Set & Audit; reviewing many companies from the Health, Wellness & Beauty industries, as well as, inspirational styles, trends and concepts.
My final research focused on Daiwa's competitors and intermediate industries. HoMedics, Human Touch, Simple Human, iHome, Sharper Image.
To understanding the target audience and industry trends (color, fonts, look, form, etc.), I created a detailed Moodboard for the artistic Look & Feel, helping to outline the project's scope. It was now time for sketches and
rapid-iterations of vector logo graphics.
DESIGN ITERATIONS & VARIATIONS DESIGNED IN ILLUSTRATOR 1.0
NOTE: Pictured below are a small set of identity samples I created 50+ separate, conceptual variations for Stakeholder reviews.
DESIGN ITERATIONS 2.0
REFINING THE 'D' DESIGN 3.0
The completed identity & logo mark
Representing the Company's History and Culture.
Emphasize traditional Japanese Kanji: 'Great' & 'Harmony'.
Typography choices, technical rendering of the Logo-Identity, color Palettes, Design Systems, Marketing requirements, as well as, creating a detailed Style Guide for all corporate and marketing use.