SHIZO BY SHISEIDO
LOGOTYPE
RE-INVENTING A CLASSIC JAPANESE BRAND.
Shizo is an innovation project which was first conceived as a graduate thesis and later funded by the Shiseido
Group as special project. Shizo was born as a ‘pattern disrupt’ to the Shiseido brand and signaled a return
to the traditional values in which the brand was founded upon: The fusion of art and technology within corporate
culture. Shizo creates product categories that have a direct relationship to the brand’s cultural values. Rather
than SKU’s produced to fill a void in the retail marketplace, Shizo adopts these products into it’s DNA based on
traditional Japanese ethics and aesthetics. All the art direction, literature, product development and ethics
of the SKU’s fall out of the following 7 tenets of Japanese Beauty:
Kanso: simplicity— summer
Shizen: naturalness, absence of pretense— summer
Seijaku: quiet, calm, silent— spring
Yugen: suggestion not revelation— spring
Fukinsei: asymmetry— spring
Koko: austerity, bare essentials— fall
Datsuzoku: unworldliness, transcendence— fall
A Fall launch was produced for the project which included 2 product prototypes: Koko & Datsuzoku,
the brand Identity and an image campaign in support of the two SKU’s.
Credits ︎
Creative Direction—Dustin Edward Arnold
Design—Dustin Edward Arnold
Vic