Branding for Shiseido
Future University

Nurturing the next generation of leaders

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

Welcome to Shiseido Future University. Established in our birthplace of Ginza, this new facility is designed to nurture Shiseido’s next generation of leaders. It is guided by the principle: “Inspired by our heritage & building our future.”
We handled the facility’s design experience, including the logo development, design direction, the design behind each space, the communication, and the merchandise.

Concept Movie “Our Future”

Beauty is part of our DNA, and like our iconic karakusa pattern, it continues to evolve and grow with us. We expressed this idea by featuring real employees participating in and interacting with the program.

Mirai Karakusa Logo

A mix of East and West, the karakusa pattern has evolved through the influence of various aesthetics and cultures. This motif has also been a continuous source of inspiration for Shiseido. For this project, we reinterpreted the karakusa to represent our beauty DNA growing into the future. The new “Mirai Karakusa” (“Future karakusa”) logo expresses our ultimate wish: to unleash every individual’s unlimited potential.

Sign Design

We used Shiseido’s font for the signs marking each area and created pictograms that follow the brand’s guidelines.

Custom Stationery

The program’s custom merchandise has an off-white base color that evokes the feeling of a new future. The designs represent various aspects of the program, including our latest iteration of the karakusa and a notebook that opens with a question to our leaders: “Our Future is...”

CREDITS

COMMUNICATION

CREATIVE DIRECTOR 　NAOMI YAMAMOTO (SHISEIDO CREATIVE)

CREATIVE DIRECTOR / PLANNER / COPYWRITER 　KUNIAKI YAMAMOTO (SHISEIDO CREATIVE)

ART DIRECTOR 　SAYOKO KANGAWATAKAKI IKEDA(SHISEIDO CREATIVE)

COPY WRITER (EN) 　MACKY MINA

ACCOUNT DIRECTOR 　NATSUKO NAKAMURA (SHISEIDO CREATIVE)

PHOTOGRAPHER（STILL） TAKAAKI UBA (SHISEIDO CREATIVE)

PHOTOGRAPHER（MOVIE） IPPEI KOYAMA

PRODUCER 　MASAHIRO KIIJIMA (NS CORPORATION Co., Ltd.)KEIKO IINO (DRAWING AND MANUAL)

DIRECTOR　 MAMI KAWASHIMA (DRAWING AND MANUAL)

EDITOR 　KAZUSHIGE KATO (SALMIX STUDIO)