Chubo
We were responsible for establishing the Chubo brand, a digital store carrying an exquisite range of hand crafted Japanese chefs knives. As a Creative Director, I oversaw the creation of the brand identity, print advertising and the digital experience.
Industry
Retail
Deliverables
Brand Identity
Design System
Print
Digital Design, UX
Premise
Chubo is a specialist online store carrying hard-to-find artisanal Japanese knives. We were tasked to create a brand identity, e-commerce experience and marketing material that appealed to both professional and amateur chefs who appreciated authentic Japanese craftsmanship.
Approach
Chubo’s product range is of extremely high quality. The branding needed to reflect this and be positioned as bespoke, aspirational and luxurious plus work across multiple platforms and channels, print and digital.
Outcome
We produced an identity which has had a lasting impact in a crowded marketplace. Chubo brand and product range has continued to grow since 2012.
Brand
Derived from centuries old tradition of Japanese knives making, we drew inspiration from Japanese packaging. The two share similar core values: devotion to elevate the beauty of natural material and exquisitely detailed craftsmanship.
We aspired to create a brand to stand out with its simplicity and authenticity which customers can truly trust.
Brushstrokes in charcoal ink, raw textures such as washi papers, wood, bamboo are all evident in traditional Japanese packaging, which are finished with a Hanko, a personal seal of the maker as proof of excellence. These elements are reflected in Chubo’s brand identity.
Digital platform
Chubo solely stands as e-commerce store for their customers around the globe. Therefore, having a strong, functional online presence from the start was paramount.
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