BAUM
BRAND DESIGN

Sustainable design theme:
coexistence with trees.

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
SPACE/VMD/WINDOW DESIGN
BRANDING
SOCIAL

BAUM was established in 2020 around the theme “coexistence with trees.” Actively pursuing a series of environmental initiatives, BAUM uses upcycled oak (leftover in the furniture manufacturing process) for its packaging; grows tree saplings in stores and plants them in the BAUM Forest; is an active advocate of product refills; employs bioPET plastics and recycled glass in its glass containers; and sells original eco bags to customers to minimize waste.

EVERY TREE, A BEAUTIFUL BEGINNING.

Bless skin and mind with the power of trees.
See their beauty in our designs.
Soak up their warmth with our skincare ingredients.
And breathe in their natural fragrances.

Connecting blessing of the tree to the future

For the product packaging, off-cuts that generated in the process of furniture manufacturing are recycled. The young plants raised in the stores were planted in Iwate prefecture where the trees originally came from. The brand creates a circulating brand experience consistent in product, communication, and store.

Tree-blessed Packaging

In collaboration with high-end Japanese furniture brand Karimoku, our wood packaging is as ethical as it is beautiful. Using offcuts from Karimoku workshops, we extend the life of wood and carefully craft it into BAUM packaging. Kind on the forest, sustainable and 100% up-cycled. Every piece unique, every pattern one of one.
For bottles, we use Bio-PET and recycled glass, while the materials used in outer carton packaging are FSC-certified.

Forest-inspired Space Design

In store, all wooden fixtures are made with Karimoku furniture offcuts. The atmosphere is calm and tranquil — reflecting the Japanese tradition of forest bathing.
Store design changes every season, reflecting the changes seen in nature.

CREDITS

CREATIVE DIRECTOR　 YOJI NOBUTO (SHISEIDO CREATIVE)

PRODUCT DESIGN　

ART DIRECTOR　 MIDORI YAMADA (SHISEIDO CREATIVE)

DESIGNER　 WATARU KUMAMO

SPACE / VMD DESIGN

ART DIRECTOR　 KEISUKE HORI (SHISEIDO CREATIVE)

COMMUNICATION DESIGN

ART DIRECTOR　 MIORI TAKEDA

COPYWRITER　 MIKA KUNII / MIKE BURNS (SHISEIDO CREATIVE)

PRODUCER　 NAOMI YAGUMA / NAOKO KODAMA (BBmedia)

PHOTOGRAPHER　 LAUREN COLEMAN / JASON EVANS / ITAKURA / KONTAKT / MAKI OTANI (SHISEIDO CREATIVE) / HIROSHI MANAKA / SAYURI MUROOKA / ITO SHOTARO (SHISEIDO CREATIVE)

BRAND MOVIE

DIRECTOR　 JASON EVANS

DIRECTOR OF PHOTOGRAPHY　 GAUL PORAT

RITUAL / KARIMOKU MOVIE

DIRECTOR　 GEN YOSHIDA