ES-CON

visual identity + sign design

scope of works

brand consulting
brand strategy
creative direction
brand identity
logo + visual identity

graphic design
signage design
digital direction

about project

ES-CON JAPAN Ltd. is one of Japan’s leading integrated developers, operating across urban development, residential, commercial, and hospitality sectors. Following the company’s name change on July 1, 2025, artless Inc. led the brand consulting and creative direction to establish a new corporate identity. Beginning with the visual identity system, artless designed a cohesive brand experience across every touchpoint, including graphic design, digital media, and environmental signage.

The name ES-CON is derived from Estate and Constellation. This project adopted the concept of the constellation as the central idea of the brand. A constellation gains meaning only when distant stars are connected to form a unified figure. This became a metaphor for the role of the developer: connecting cities, architecture, and people to create new value.

Rather than treating this concept as a narrative alone, it was translated into a comprehensive brand system. Inspired by the structure of constellations, the symbol mark was designed as a dynamic identity that adapts across different applications and environments. Rather than functioning as a fixed logo, it operates as a flexible visual system capable of evolving alongside the company’s growth and diverse business portfolio. This approach achieves both consistency and scalability across printed materials, digital platforms, and environmental signage.

The color system is built around Black, representing the universe, and White, representing the sky, complemented by Dark Night, Moon Silver, and Sunset Gold. Together, these colors establish a visual language that expresses the brand concept of “the universe and the sky.”

This project redefined the philosophy embedded in the company’s name as the core value of the brand and translated it into a brand system that functions consistently across every touchpoint. By expressing the developer’s role of connecting cities, architecture, and people through a unified brand experience, the project presents a renewed corporate identity and a new vision of value for society.

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brand consulting & creative direction: artless Inc.
art direction: shun kawakami
graphic design: yuto ataka
assistant design: kota suganuma
project management: ken aoki
film: WOW inc.
web strategy, direction & copywriting: PARADOX Corp.
web design: STUDIO DETAILS Inc.
item photography: yuu kawakami
client: ES-CON JAPAN Ltd.

bathtope

visual identity + sign design

scope of works

brand design:
logo + visual identity
brand guide

graphic design
web design
package design

about project

Bathtope is a removable fabric bathtub brand developed by LIXIL, a global provider of housing and lifestyle solutions.

This flexible spatial approach allows a shower room to transform effortlessly into a bathroom, drawing on the Japanese concept of “Hare and Ke,” a philosophy centred on balancing the extraordinary with the everyday. The result is a fresh reinterpretation of the bathroom as a dynamic, multi-functional space.

Leading the project’s branding from start to finish, artless was responsible for concept development, visual identity, packaging design, product launch exhibition, website design, and overall creative direction. Product naming was developed in collaboration with Dentsu, who also produced the brand movie and copywriting.

The brand name “bathtope” combines “bath,” a reference to Japanese bathing culture, with “biotope”, a term describing the smallest ecological unit. The logotype was customized from a typeface to visually express the soft form of the fabric bathtub, the texture of textiles, and the movement and ripples of water - evoking the sensibility of a biotope. Inspired by the coexistence of urban lifestyles and environmental awareness, the brand colors - Nude Beige, Natural Black, and Wood Beige - embody a sense of balanced harmony. These colours were applied across the website, packaging, and various brand touchpoints to create a refined brand world that balances softness with sophistication.

Rooted in Japan’s rich bathing culture and the aesthetic duality of “Hare and Ke,” bathtope presents a bathroom experience unlike any before. Its innovative approach to redefining conventional paradigms has earned widespread recognition both in Japan and internationally.

artless delivered comprehensive creative direction and design across the entire project, from brand strategy and visual identity to digital communication, with the aim of conveying Japan’s refined sensibility and aesthetic values to a global audience.

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branding & visual identity : artless inc.
brand naming, copy writing, brand movie : dentsu inc.

creative direction: shun kawakami, artless inc.
graphic design: ayako shien, artless inc.
assistant design: mizuki yoshida, artless inc.
project management: moeko tamakawa, artless inc.

client: lixil corporation

rosewood miyakojima

sign design + visual identity

scope of works

signage design & consulting
concept design
typeface design
original icon design

about project

artless Inc. designed the signage system and provided design consulting for Rosewood Miyakojima, the first Rosewood resort in Japan, located on the tropical island of Miyakojima in Okinawa.

The luxury resort features 55 guest accommodations, including villas and houses of varying sizes, along with a range of extensive amenities. Respecting Miyakojima’s rich natural environment and cultural heritage, the project establishes the island as a new global destination.

artless Inc. was responsible for the overall signage design, including signage plotting, concept development, typeface design, and the creation of original icons.
Through a signage system that harmonizes with the serene atmosphere of the resort and the spiritual sensibility of Ryukyuan culture, the design forms a visual language that quietly guides visitors throughout the space.

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art direction & consulting: shun kawakami
design: shinsaku iwatachi + thomas zimmerman
project management: asami kinoshita
signage photography: shintaro oki
architectural design: studio pet boon
client: rosewood hotels and resorts, l.l.c.

HOKKAIDO BALLPARK F VILLAGE

visual identity + sign design

scope of works

brand design:
logo + visual identity
design system
sign design

about project

HOKKAIDO BALLPARK F VILLAGE is a creative community entertainment area containing a baseball stadium and other commercial facilities with the aim of revitalizing the local community. F VILLAGE is home to ES CON FIELD HOKKAIDO, Japan's first natural turf ballpark with a retractable roof. We collaborated with Dentsu in the design of the V.I. (visual identity), including the logo, brand colors, and brand type face, as well as the signage design for the ballpark and inside the stadium.

We oversaw the V.I., encompassing the logo, stationary and goods concept design, and wayfinding for HOKKAIDO BALLPARK F VILLAGE and ES CON FIELD HOKKAIDO. The logotype’s italicized letterforms represent movement and positivity while the star was an element borrowed from the home baseball team, Hokkaido Nipponham Fighters.
For ES CON FIELD, iconic gabled roofs of traditional homes in Hokkaido inspired the roof of the stadium which became the foundation of the logo design and signage system for the stadium and surrounding F VILLAGE.

To create a logical system that has a sense of unity with the architecture and visual identity we developed an arrow system inspired by the iconic roof of the ballpark. This arrow design is being implemented in all aspects of the wayfinding design, not only architecturally, but also as an extension of the visual identity: throughout the park, at the stadium, and on the web and other digital devices. We visualized the signage as a common language that leads guests throughout the park and stadium in an intuitive manner without being bound by the limitations of language—a communication tool that encompasses the visual identity. In order to keep the typographic number system uniform with the entirety of F VILLAGE we developed an evenly spaced template of the numbers so the developers could implement the system easily on scale.

We are building a brand design system that allows for consistent visual communication across all physical brand experiences.

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brand design: dentsu + artless inc.
art direction: shun kawakami
graphic & signage design: thomas zimmerman
project management: mimaki hata
photography: kyohei matsuda
client: fighters sports & entertainment co., ltd.

apothéose

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

about project

artless Inc. designed the brand mark and developed the visual identity system (VI) for “apothéose,” a French gastronomy restaurant located in Toranomon, Tokyo.

Helmed by Chef Keita Kitamura, who spent 15 years refining his craft in Paris and earned a Michelin star in France, apothéose was awarded a Michelin star in the Michelin Guide Tokyo 2025 within its first year of opening.

The name symbolizes “apotheosis” and “sublimation,” representing an experience where cuisine, space, and time all converge towards a singular peak. We translated this philosophy and spirit into a serene and poetic visual language.

The logotype is designed based on a serif font that combines restraint and strength, with meticulous attention to proportions and letter spacing. It conveys a sense of tension within tranquility, giving the typography a strong presence. The logo mark features a minimal structure, with four lowercase letters stacked vertically, functioning as a spiritual emblem that embodies poetic spatial balance and abstraction.

The brand’s color palette is composed of deep browns and soft beiges, creating an overall tone that envelops the identity in calmness and warmth. Brass foil, chosen as a key accent, brings a ceremonial texture through its restrained shine, visually supporting Chef Kitamura’s philosophy that “cuisine should embody emotion and spirituality.”

This quiet visual system naturally extends to various touch points, including space and products, functioning as a coherent and serene layer that supports the worldview of apothéose.

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brand design:
 logo + visual identity
 brand guide

brand design: artless inc.
creative direction & art direction: shun kawakami, artless inc.
graphic design: qiwen cao & yafa koseko, artless inc.
project management: moeko tamakawa, artless inc.
photography: yuu kawakami & takumi ito, artless inc.

7c winery

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

graphic + web design:
web design
wine package design
uniform design
store & lounge item design

about project

Kawaguchiko's first winery with its own vineyard, "7c｜seven cedars winery," has opened in Fujikawaguchiko, a town located in the northern foothills of Fuji, Yamanashi Prefecture. With wine maker Hiroko Takano, creating wines that puts the spotlight on grape farmers and utilizes idle farmland for viticulture; the winery is hoped to help solve regional issues in the agriculture industry in Fujikawaguchiko Town.

artless provided comprehensive brand design consultation ranging from brand strategy to art direction, design, architecture, interior design, and landscape design based on a fusion of global and local perspectives to ensure that Japanese wine from Yamanashi Prefecture, the birthplace of Japanese wine, reaches a global audience.

The name "7c | seven cedars winery" is derived from the seven thousand-year-old cedars of Kawaguchi Sengen Shrine ( consecrated in 865). In the past, Kawaguchi Sengen Shrine was built to quell the eruption of Fuji, and since then, it has protected the Kawaguchi area and taken root in the local community. The name of the facility was chosen from our desire to make it a space that, much like the Kawaguchi Sengen Shrine, is rooted in the community, and to pay tribute to the people who have continued to protect this area.

The logo combines the silhouette of Mt. Fuji, the largest mountain in Japan, with sharp vertical lines that are reminiscent of the seven thousand-year-old cedars of Kawaguchi Sengen Shrine. The vertical lines represent the layout of the seven thousand-year-old cedars within the shrine grounds, as well as the light pouring down from the heavens and the blessing of rain. In order to keep streamlining on the winemaking side to a minimum, and to take advantage of the characteristics of each product, which are made by fine-tuning the winemaking process for each winegrower to fully express their strengths and individuality; the farmer's name, grape variety and composition are clearly indicated, and the colors also reflect the characteristics of the wine. We will continue to strive to find new expressions of terroir and improve 7c's sustainable branding for the future.

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branding: artless Inc.
creative direction: shun kawakami, artless Inc.
art direction: shun kawakami, artless Inc.
graphic design: ayako shien, artless Inc.
assistant design: honoka ino & shion hata, artless Inc.
project management: asami kinoshita, artless Inc.
web programming: hyper creation alpha,inc
signage & item photography: yuu kawakami
client: 株式会社 大伴リゾート

tabinoeki

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

sign design
item design
package design

about project

artless Inc. provided brand strategy consulting, brand logo, graphic design, signage planning, and architecture for the Kawaguchiko base, a commercial complex with retail stores and restaurants in the Kawaguchiko area at the foot of Mt. We provided creative direction and visual identity development.

We aimed to raise the core target and brand positioning set by many roadside stations toward the future and the changing times and mass market, and to foster a rich local culture. While targeting a wide age range from children to the elderly, the branding and design is based on essential values/ quality and sophistication, with a sense of hospitality, kindness, and comfort.

The project began with the launch of a winery and glamping project (7c winery) adjacent to a travel station. However, as we proceeded with brand consulting, we realized that a comprehensive brand design for the entire site was strategically essential to create new value in a new location, so we decided to brand the entire site, including the Travel Station, which was underway at the same time.

The logo features the family crest, "Tosa Kashiwa (Tosa Kashiwa) in the middle ring. The oak tree does not lose its leaves until new buds emerge in spring, which is said to mean "generations will not be interrupted, and the house will continue to grow." This symbolizes our wish that this project will continue for a long time. The logo design is based on the Mincho font, which has a soft impression as if it were written in India ink, and the details of each letter are beautifully arranged to create a warm and friendly feeling. For the brand colors, inspired by the materials of the architecture and the nature and history of Kawaguchiko, we chose sumi ink, which is a mixture of persimmon tannin and black ash, and beige, which is reminiscent of the color of traditional board fence paint, as well as the color of cedar wood materials.

For the architecture, we collaborated with artless Inc. group company 1A. ltd. (landscape design) to draw a master plan that integrates the entire site with the natural environment. We were able to realize a brand design and brand communication, including architecture, for the travel station as a future-driving place where multi-use values gather while respecting the essentials. In doing so, we aim to raise the standard in Japan as well.

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branding: artless Inc.
creative planning: SATOYUME CO., LTD
creative direction: shun kawakami, artless Inc.
art direction: shun kawakami, artless Inc.
graphic design: ayako shien, artless Inc.
assistant design: junyi zhang, artless Inc.
project management: asami kinoshita, artless Inc.
web programming: hyper creation alpha,inc
signage & item photography: yuu kawakami
client: 株式会社 大伴リゾート

matsumoto jujo

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

graphic & sign design
web design
hotel item design
restaurant & cafe item design
goods design
uniform design

about project

“Matsumoto Jujo” is a community revitalization project produced by Jiyujin Inc.
The project aims to revitalize the entire Asama Onsen area, starting with the renovation of Koyanagi, a long-established inn founded in 1686 in Matsumoto, Nagano Prefecture. On the site are two renovated hotels "Matsumoto Honbako" and "Koyanagi", which include a bookstore, bakery, shop, and restaurant.

Nestled between the two hotels, the former bathhouse “Koyanagi-no-yu" was recreated. In addition, two cafes, “oyaki & coffee by artless craft tea & coffee" and "Philosophy and Sweets," are located outside the hotel.

“oyaki & coffee by artless craft tea & coffee" which also functions as the hotel reception is located in a building that was formerly a public bathhouse. The goal is to reinvigorate the town by increasing the circulation of both tourists and locals.

We were in charge of the comprehensive brand design of “Matsumoto Jujo”, including the logo, signage, uniforms, as well as the reception/cafe collaboration.

The logo is a combination of sophisticated humanistic letterforms and a pine tree family crest symbolizing Matsumoto. Made in collaboration with crest artist Shoryu Hatoba, the pine tree crest was drawn using a traditional technique and is composed entirely out of circles. It was designed with the idea of building a new culture while inheriting the history of the land.

The arrows and icons used in the signage and stationery were inspired by the anatomy of the characters in the typeface. In addition, each facility has a slightly different typographic layout, designed to follow the concept of each space while maintaining a sense of overall unity.

To express the tranquility and refined ambiance found in the Japanese lifestyle; we selected colors with roots in Japan that were inspired by the landscape, culture, climate, and architecture of Matsumoto.

As a brand that synthesizes the history and future of Asama Onsen, we look forward to continuing to engage with and support “Matsumoto Jujo”.

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branding: artless Inc.
creative direction & art direction: shun kawakami
graphic design: ayako shien, kanako ueno, artless Inc.
assistant design: hisako mori + misato taniguchi, ahd osaka
project management: mimaki hata, artless Inc.
signage & item photography: yuu kawakami
client: Jiyujin Inc.

Azumi Setoda

brand visual design

scope of works

brand visual design
logo + visual identity
brand guideline

art direction (partial)
photo direction

graphic & sign design
web design
hotel item design

about project

Adrian Zecha and Japanese hospitality group Naru Developments launched Azumi Setoda and yubune―a pair of adjacent ryokans in March 2021.

Despite being perceived as primarily focusing on the luxury sector, Adrian Zecha has always intended for his projects to highlight the local culture, community, art and food. With the Azumi brand, Adrian Zecha seeks to highlight this intent through modernizing the unique and cosy Japanese ryokan; a traditionally family run inn. Azumi welcomes guests with an open mind, seeking to not only capture the feelings of home, but cultivate the warmth of the local community of Azumi Setoda.

We were in charge of the branding and art direction, including logo, v.i., signage, stationery, amenity, and web design. We worked closely with Kyoto-based architect, Shiro Miura of Rokkakuya. Shiro Miura is an expert in private residences and trained in the sukiya style of Japanese architecture. He balances the elements of a cosy atmosphere with aesthetics rooted in Japanese tea ceremony, dating back to the 16th century.

Constructed over 140 years ago, the architecture was renovated to interpret the traditional sukiya style architecture with a modern touch. With our concept, ”historical revival”, we believe that integrating the people of today with the inherited traditions of the architecture and the region can create a harmony that opens new perceptions.

The logo mark constructed of whirlpools expresses the creation of the Japanese archipelago. The three whirlpools illustrate the many layers of history and culture of the communities that coexisted across Asia, meeting to form one island. The continuous movement of the whirlpools symbolizes the birth of new life and creation through circulation. While the triangle shape was inspired by the balance between the host and the guest, who are always welcome as family.

Inspired by the Setouchi Sea, the brand color, asagi blue, was chosen to represent the calm and serene sea. For the signage, we created an original typeface that represents the gentle movement of the waves through their various heights and delicate strokes. Within the traditional atmosphere, the essence of friendliness can be found in the signage and item design. An example of this playfulness is the restroom icons designed with the salt workers' uniforms, representing Setouchi’s salt farming industry, as well as the do not disturb signs that utilize locally woven ribbons―showing the interaction between guests and the local community.

Authentic, traditional, and modern, Azumi Setoda is located on a small island, Ikuchijima, in the Setouchi Sea at the mouth of the Shiomachi shopping alley. Once known as “The Door to the Island”, the shopping alley used to draw daily crowds of over 10,000 people. One of the main goals of the project was to contribute to the revitalization of the town.

Surrounded by the clear blue sea and pristine fresh air, come and enjoy the scenery of the Shimanami Sea route and feel the warm welcome of Azumi Setoda.

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architectures: Shiro Miura, Rokukaku-ya co,ltd & Azumi Setoda architectural design team
construction: daiwa kensetsu Co., Ltd
branding: Terasu

brand design: artless inc.
creative direction & art direction: shun kawakami, artless inc.
design: hsieh yin & aoi fujikawa & yafa koseko, artless inc.
project management: moeko tamakawa, artless inc.
photography: yuna yagi & max houtzager
signage & item photography: yuu kawakami, artless inc.
client: Azumi Japan Inc. & Naru Developments

yubune

brand visual design

scope of works

brand visual design
logo + visual identity
brand guideline

art direction (partial)
photo direction

graphic & sign design
web design
hotel item design

about project

yubune is the Setoda’s community bathhouse and inn, located across the street from Azumi Setoda on a small island in the Setouchi Sea.

Similar to Azumi Setoda, we were in charge of the branding and art direction, including logo, v.i., signage, stationery, amenity, and web design. We worked closely with Kyoto-based architect, Shiro Miura of Rokkakuya. Shiro Miura is an expert in private residences and trained in the sukiya style of Japanese architecture.

Historically, “Hatago” was a place of commune between the travelers and residents of the local town. Located at the mouth of a shopping street where vestiges of its former glory still remain, yubune embodies the Japanese ryokan with a public bath as it’s core.
While keeping the aesthetic sense of Azumi Setoda, the main visual for yubune is an illustration based on the motif of an Ukiyo-e. The illustrations used in the main visuals and bathhouse signage were designed to create a sense of intimacy, as our goal for yubune was to make it a place where encounters between people are valued.
For the brand color, we used kinari. Inspired by the architecture, we sought to create a warm-hearted atmosphere. Channeling the Setouchi sea, we used two different kinds of blue, asagi and dark navy for the accent color.

Guests may use the lounge area as their day office, or just as a place to relax.
Our hope is that yubune will be discovered by many bathhouse enthusiasts, cyclists, and global travelers during their trip to Setouchi.

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architectures: Shiro Miura, Rokukaku-ya co,ltd & Azumi Setoda architectural design team
construction: daiwa kensetsu Co., Ltd
branding: Terasu

brand design: artless inc.
creative direction & art direction: shun kawakami, artless inc.
design: hsieh yin & aoi fujikawa & yafa koseko, artless inc.
illustration: yafa koseko
project management: moeko tamakawa, artless inc.
photography: yuna yagi & max houtzager
signage & item photography: yuu kawakami, artless inc.
client: Azumi Japan Inc. & Naru Developments

hotel tou nishinotoin kyoto

brand visual design

scope of works

concept making & naming
logo + visual identity
brand guide

art direction
photo direction

graphic & signage design
hotel item design

about project

Located on Nishinotoin Street between cultural heritage sites Nishi Honganji Temple and Higashi Honganji Temple, “hotel tou nishinotoin kyoto” opened its doors in April 2021. We were in charge of the comprehensive brand design, from the naming to V.I, including logo design, signage design, stationery, and visual planning.

Located in Nishinotoin, tucked away from the hustle and bustle of the city, “hotel tou”—with its interplay of light and shadows, reveals the hidden depth of Japan creating a rich cultural experience.

The hotel’s concept of “oku” (depth), signifies the tradition and culture that has deepened throughout the ages in Kyoto. The spatial design by architectural practice, SUPPOSE DESIGN OFFICE, expand this same concept through its contrasting use of lights and shadows and unique approach to crafting spaces.

We responded to this spatial design with brand communication that is comfortable in ambiguity and expresses the Japanese sense of depth through abstract expressions.

The typography and form of the copper signage were designed to be reminiscent of the grid-like layout of Kyoto and blend in seamlessly with the interior design. The brand color is based on copper and shadows are expressed in the stationary through the difference in the tone of the letters.

The design, foodstuffs, gardens, and library allow guests to experience the true depth of Kyoto.

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creative direction & interior design: suppose design office

branding & management: artless inc.
creative direction: shun kawakami
art direction & design: kazuki kaneko
design: shinsaku iwatachi & thomas zimmerman
project management: asami kinoshita
signage & item photography: yuu kawakami
client: Withceed Hospitality Management

toggle hotel suidobashi

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guideline

art direction
food direction

graphic & sign design
web design
hotel item design
restaurant & cafe item design
goods design
uniform design
image photography

about project

We were in charge of the branding and visual identity (logo design, signage, web design, item design, and food direction) for toggle hotel. We worked in close collaboration with the art director, Keigo Anan of Logram Inc.

KDa (Klein Dytham architecture) supervised the architecture and was in charge of the interior design. Created with the concept "on/off, your style", the exterior and all 84 guest rooms are designed in a bicolor scheme, offering a variety of ways for guests to spend their time.

Inspired by the hotel's name "toggle”, we designed a logo that brings to mind a switch that can be toggled on and off. To express the concept of “on/off”, the letters are composed of only circles and ellipses where the arrangement of missing halves creates a sense of movement. In addition, we created original typefaces for room and floor numbers to match the bicolor interior of the hotel, for a design that is at once playful and unique.

With a proactive attitude towards sustainability, guests are encouraged to use the water server on the 9th-floor lounge instead of bottled water. The items used in the café lounge are designed to be environmentally friendly by making use of renewable materials and avoiding the use of plastic where possible.

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branding & management: artless inc.
creative direction & art direction: shun kawakami, artless inc.
art direction: keigo anan
design: keigo anan & jun kohmura
project management: asami kinoshita, artless inc.
signage & item photography: yuu kawakami, artless inc.
food direction: miho kawakami
copy writing: arata sasaki
web programming: abilive promotion inc.

architect: Klein Dytham architecture
co-architect: Irie Miyake Architects and Engineers
structural engineer: Irie Miyake Architects and Engineers
lighting design: DAIKO ELECTRIC CO.,LTD.
contractor: Kitano Construction Corp
FFE contractor: TANSEISHA Co., Ltd.
client: Atrium Co.,Ltd.

yuen bettei daita

branding + visual identity

scope of works

branding
logo + visual identity
brand guideline

art direction
graphic design
sign design

about project

We were in charge of branding, art direction, signage, and stationery for “yuen bettei daita”, a ryokan-style hotel that opened its doors in September 2020 in Setagaya-Daita, Tokyo. We worked in close collaboration with UDS, the creative director, architect, interior designer, and operator of the hotel.

The logo uses calligraphy by Soryu Takeda and a grid system inspired by the latticed interior of the hotel, paired with the iconic family crest inspired logo mark shared among the “ONSEN RYOKAN yuen” hotels. For the brand color, we selected a traditional green color evoking images of overgrown moss on old trees and garden stones. This is paired with a light beige color inspired by the natural color of cotton fabric—creating soft and tranquil overtones. The signs found throughout the hotel use the same grid system as in the logo. The combination of dark brown (kenpo) and gray (slate gray) allows the signs to harmonize with the architecture and interior while standing on their own.

Following “ONSEN RYOKAN yuen shinjuku” (May 2019) and “ONSEN RYOKAN yuen sapporo” (July 2020), “yuen bettei daita” marks the beginning of a new series in the yuen franchise. Located in a quiet residential area of Tokyo, ”yuen bettei daita” is an onsen inn conceptualized as a “secluded hideaway in the heart of the city”. The Setagaya-Daita area has long been a place where the reprieve of nature and convenience of the city coexist, making it a place many literary figures such as Sakutaro Hagiwara and Mokichi Saito called their home. The residence-like architecture emphasizing the greenery and charm of the area, also includes an onsen, sauna, kappo-style restaurant, and tea house.

Whether for a day trip or for an overnight stay, take a break from the commotion of the city and spend quality time at “yuen bettei daita”.

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branding & management: artless inc.
creative direction & art direction: shun kawakami, artless inc.
design: ayako shien & kanako ueno
assistant design: misato taniguchi, ahd osaka & aori nagai, artless inc.
project management: ken aoki & moeko tamakawa
signage & item photography: yuu kawakami
client: uds ltd.

hakone retreat

branding + visual identity

scope of works

creative direction
art direction
logo & visual identity
graphic design
signage design

about project

We were in charge of the branding; logo design, visual identity, and signage design, for “Hakone Retreat”; a pair of exclusive retreats located in Fuji-Hakone-Izu National Park.

Situated in the lush mountains of the national park, "Hakone Retreat" provides two distinct experiences within its 55,000 square meter site. "Hakone Retreat Villa 1/f" provides a serene and premier experience with its independent villas and private hot-springs. Meanwhile, the modern architecture and Nordic stylings of "hakone retreat före" provides a more communal experience.

We created two sets of visual identities that work together as one unified identity. To create contrast between the two unique experiences, an elegant and classical font is used for "Villa", while a modern, architecture-inspired font is used for "före". Likewise, for printed materials and amenities an elegant white paper stock was chosen for "Villa", contrasting with the grey paper utilized for "före". As a cohesive element, the key green color inspired by the surrounding forest is shared between the identities. The signage strategically placed throughout guide guests around the site while existing in harmony with the surrounding scenery.

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branding & management: artless Inc.
creative direction, art direction, & logo design: shun kawakami, artless Inc.
art direction & design: kazuki kaneko, artless Inc.
lead design: shinsaku iwatachi, artless Inc.
design: ryo akao & thomas zimmerman, artless Inc.
project management: mimaki hata, artless Inc.
signage & item photography: yuu kawakami, artless Inc.
client: onkochishin

MIST Hot Spring Hotel 花满地

branding + visual identity

scope of works

branding:
logo & visual identity
brand guide

art direction
graphic design
sign design
web design

about project

MIST Hot Spring Hotel is a hotel project for which we have been in charge of V.I., branding, graphic design, web design and sign design. After 2 years of working on the branding, MIST had its doors open in Henan Province, China, on 28th March 2018.

The architecture & interior design by Department of Architecture from Bangkok, Thailand, brings a new scenery to the landscape of Henan. With their portfolios such as Hilton Pattaya and Sala Phuket Resorts, Department of Architecture has won numerous awards within and out of their home country, notably Blueprint Award (UK, Winner), Hospitality Design Award (NY, Winner) and Architizer A+ Awards (NY, Jury Winner). Amata Luphaiboon, the co-founder from Department of Architecture, has executed an integrated design from the architecture, interior to the installation art pieces.

The iconic facade of MIST is composed of colourful windows, bringing colours to the landscape of Henan. The interior is characterised by strict black & white colour schemes. The light falls through the colourfully shaded windows, casting tinted lights into the monochrome building and creates various expressions at different time of the day.

artless Inc. has directed the hotel branding with keywords “mist” and “colours of the sky” to correspond with the architecture and interior. The logo was constructed to depict shapeless, indefinite form of mist. The sign design was created with typographic system based on the logo. The materials chosen are tracing papers, acryls and glasses to express clarity. The branding uses colours picked from the sky. The vivid gradation colours used in hotel amenities make a striking addition to the guests’ experience.

Central China Hotel Management has been earning reputations from their past projects in Henan Province such as Le Meridien Zhengzhou and Pullman Kaifeng. MIST Hotel is the first project of Central China that uses their own name. We believe that marrying the built know-hows of Central China with creatives of Asia, has resulted in one of a kind hotels in the world.

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architecture & interior design by amata luphaiboon, department of architecture
art direction & creative direction by shun kawakami, artless Inc.
graphic design by koyuki inagaki, kanako ueno, noey nitipon, artless Inc.
website programming by adrien dufond
project management: ken aoki, artless Inc.
architecture photography by wison tungthunya
sign & product photography by yuu kawakami

hotel koe tokyo

branding + visual identity

scope of works

branding:
logo & visual identity
brand guideline

art direction
graphic design
sign design
web design

about project

We were in charge of branding and art direction for “hotel koe tokyo”, which opened its doors in February 2018 in the center of Shibuya, one of Tokyo’s liveliest and busiest neighborhoods. We worked in close collaboration with SUPPOSE DESIGN OFFICE, the creative director, architect, and interior designer of the hotel.

As the branding director, we were tasked with comprehensive design direction and consultancy for a multitude of items and outputs across various design disciplines. Starting with creating the logo and building the visual identity, we created graphic design elements including amenities and menus, digital media such as the website and promotional materials, as well as the way-finding system and signages that compliment the space, and even had a hand in writing the brand concept.

“hotel koe tokyo” is a hotel complex in Shibuya, Tokyo created by lifestyle brand “koe”, which we were also in charge of branding. Focusing on the core ideas; stay, fashion, and music & food; the space embodies the brand’s concept “new basic for new culture”.

With a global perspective that incorporates the hotel’s concept “now & future”, and “Japan & the world”; our approach was to synthesize traditional Japanese elements with the modern sensibility of Shibuya, to create designs that pave a way for a new culture. In creating the color, layout, and material schemes, we were inspired by the Japanese notion of “wabi-sabi” inherent in the “chashitsu (Japanese tea room)” design concept of the guest rooms. Through careful implementation of these core concepts, we were able to create designs that are modern with a delicate and refined essence.

Open to all, we hope you visit and experience the new Shibuya landmark that is “hotel koe tokyo”.

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creative direction, architecture & interior design: SUPPOSE DESIGN OFFICE
branding: artless Inc.
creative direction & art direction: shun kawakami, artless Inc.
art direction & design: kazuki kaneko, artless Inc.
design: shinsaku iwatachi, ryo akao, artless Inc.
project management: ken aoki, asami kinoshita, artless Inc.
concept copy: arata sasaki, HITSFAMILY
copywriting: satoko tanaka, artless Inc.
website direction, design: hiroka hasegawa, H Inc.
web development: adrien dufond, manmaru Inc.
cms development: maboroshi Inc.
photography: yuu kawakami
food direction: satoshi kakegawa, Ata daikanyama
hotel amenity & souvenir item direction: george amano, GCC
client: STRIPE INTERNATIONAL INC.

TOMOKO SAITO AROMATIQUE STUDIO

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

graphic design
web design
package design
stationery design

about project

TOMOKO SAITO AROMATIQUE STUDIO is an integrated design studio specializing in natural fragrances, led by the foremost aroma designer, tomoko saito, with the concept of “form with natural fragrance." TOMOKO SAITO AROMATIQUE STUDIO designs the feeling of comfort that harmonizes together in a single breath, with the core of the fragrance being the scent of japanese forests. the natural essential oils, which are the gifts of plants, are carefully selected and assembled, delivering quality fragrances that leave a lasting impression on the hearts of those who experience them, as natural as the air.
for the brand color, we chose “TS beige," evoking the earth, soil, and the interior of trees inspired by the brand's cherished values of nature and the scent of wood, and “TS blue," a color between blue and purple, embodying TOMOKO SAITO's concept of fusing tradition with modernity.
we were in charge of the comprehensive brand design, including the reconstruction of the visual identity such as the logo design, as well as the packaging, graphic design, communication tools, and creative direction for the brand site. the logo design is based on a typeface that is modern, yet also conveys the impression of roundness and comfort of the brand’s characteristic natural essential oils. by refining each letter, we’re also able to express the brand’s commitment of "creating one-of-a-kind fragrances that cannot be found anywhere else.”


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branding: artless inc.
creative direction : shun kawakami, artless inc.
art direction: shun kawakami, artless inc.
design:  issei matsuda, artless inc.
assistant design:  honoka ino, artless inc.
web programming : adrien dufond, shuzan sakuranaga
project management: mimaki hata, artless inc.
item photography: yuu kawakami
client: ts aromatique inc.

Chiyaba

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

graphic design:
stationery design
package design
sign design

about project

“Chiya” means “tea” in Nepali, and “ba” includes the meaning of our wish to create a “place” through “tea leaves.”

In 2017, the owner-chef of the restaurant ADI in Nakameguro, Tokyo, visited a farm in the Banchaar region of eastern Nepal and was impressed by small tea farmers cultivating high-quality tea in the highlands of the Himalayas. This lead to the birth of the Nepali tea brand "Chiyaba."

In December 2023, artless Inc. was in charge of Chiyaba’s rebranding, encompassing the logo, graphics, signage, and package design. While targeting a wide range of age groups, the brand colors were reconstructed to ensure that millennials, who are familiar with diverse cultures, can easily enjoy the tea.

The logo was adjusted based on the Nepali language, and an original typeface was proposed, emphasizing the essence of Nepal. Through creating various goods and collaborating with other creators we could also plan for the brand to be continuously expanded.

Tea has always been an essential beverage for people to relax, regardless of time or region. New cultures have often emerged from places where people gather to converse over tea. As a brand that blends the history of tea with contemporary culture, we sought to create a bilingual branding that integrates traditional culture with the modern era.


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branding: artless inc.
creative direction : shun kawakami, artless inc.
art direction: shun kawakami, artless inc.
graphic design:  qiwen cao, artless inc.
project management: asami kinoshita, artless inc.
photography: yuu kawakami
client: jiunu by ADI / Chiyaba

R100 tokyo

branding + visual identity

scope of works

brand design:
logo + visual identity
brand guide

graphic design:
web design
book design
stationery design

about project

R100 tokyo is a brand that proposes residences and lifestyles with intrinsic value from the perspective of " living well in Tokyo " and focuses on renovated properties with sustainability in mind, which it produces and sells. The brand identity has been updated for the coming era, and a lifestyle based on quiddity (intrinsic value) has been defined as the new " QOL = Quiddity of Life " with the aim of seeking and realizing an affluent lifestyle. artless Inc. rebranded R100 tokyo in the spring of 2023 with the aim of exploring and realizing a lifestyle of abundance. artless Inc. was in charge of the brand identity and visual identity, starting with the brand core, and the brand communication tools, rebranding all touchpoints from the graphics to the website.

R100 tokyo's rebranded vision is to “ lead the way in pioneering the next era of luxury and quality of life. ” The logo design is based on a neoclassical silhouette typeface that evokes a sense of humanity and richness, and each letter is individually adjusted to evoke a sense of delicacy and craftsmanship. The brand color is beige, an earthy and natural color rooted in coexistence and harmony with the environment, such as regeneration and sustainability, which are also keywords of the brand. Dark gray is used as a color that expresses high-quality living and new luxury.

A brand book was also created as a communication tool to further convey the brand vision. The brand book is a set of two books, one showing the brand vision and the other showing the commitment to craftsmanship, expressing the values of R100 tokyo."

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branding: artless Inc.
creative direction: shun kawakami, artless Inc.
art direction: shun kawakami, artless Inc.
graphic design: ayako shien, artless Inc.
editer: moeko tamakawa, artless Inc.
concept writer: yuki tasaki
assistant design: hisako mori + nagisa okubo, ahd osaka
project management: asami kinoshita + lyoske kurita, artless Inc.
item photography: yuu kawakami

JABE Berlin

branding + interior design

scope of works

branding
interior design

naming & V.I.
graphic design
sign design
fashion / uniform
styling / tableware

about project

artless Inc. was in charge of branding including coming up with the name, logo design, creating all design outputs, and working with architecture studio Sawada Hashimura for the interior design of the restaurant.

The name JABE, a catchy abbreviation of Japan and Berlin, was chosen to reflect the restaurant’s concept of bringing a slice of Japan to Berlin. The logo consists of fine lines that channel traditional Japanese culture through a contemporary visual language. A gentle shade of black and beige is used throughout as an expression of modern Japan.

Similarly, the interior avoids the stereotypical Japanese decor and is designed in a modern style that fits right into the urban lifestyle of Berlin. The use of simple and familiar materials such as plywood, black granite, stainless steel, and ceramic tiles, expresses Japanese aesthetics through calm tones and shadows. The suspended linear lights were specially designed for the restaurant through a collaboration with the new Berlin-based lighting brand NJEBO. The series of linear lights brings to mind the glowing nightscapes of Japan and represents a crossing of cultures in today’s world.

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branding & management: artless Inc.
creative direction: shun kawakami, artless inc.
interior design: sawada hashimura
art direction & design: nao nozawa
design: shinsaku iwatachi
lighting design: sawada hashimura + NJEBO
photography: TokioKid
client: JABE Berlin

point 0 marunouchi

branding + visual identity

scope of works

branding
logo & visual identity

art direction
graphic design
sign design
web design

about project

artless Inc. was in charge of branding for point 0 Inc. and co-working space “point 0 marunouchi”, established by the CRESNECT initiative. The scope of the branding project encompassed everything from logo design, VI design, graphic design, and web design to the development of the signage and wayfinding system.

The CRESNECT initiative, an IoT database platform that stores and shares data for the built environment, was announced by DAIKIN in 2018. Through a joint effort across industries, point 0 Inc. was founded in February 2019. As the initiative’s first project, the proof-of-concept co-working space “point 0 marunouchi” opened in Tokyo in the summer of 2019 with interior design by Klein Dytham architecture.

The name “point 0” or “.0” connotes “redefinition” or “a starting point of redefinition”. The neutral design code is derived from the idea of “finding the solution in-between”, a reinterpretation of the “symbiotic biophilia and technology” of the space.

Utilizing a combination of pictograms and typography on the doors, neon signs next to greenery, and botanical wall art in the meeting rooms; through contrasts and juxtapositions, we sought to visualize the harmony between biophilia and technology.

We believe the right answer lies somewhere in-between—a symbiosis of nature and technology. Similarly, through this project, we aimed to create something in-between—a symbiosis of timelessness and innovation.

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interior design: Klein Dytham architecture
branding: artless Inc.
creative direction & art direction, logo design: shun kawakami
graphic design: nao nozawa + qiwen cao, artless Inc.
signage design: nao nozawa + yafa zhang, artless Inc.
web development: adrien dufond
project management: moeko tamakawa + yafa zhang, artless Inc.
illustration: hitomi morita, yafa koseko
photography: yuu kawakami, artless Inc.
client: point 0 Inc.

koé donuts

branding + visual identity

scope of works

branding
logo & visual identity
brand guideline

art direction
graphic design
sign design
web design

about project

artless Inc. was responsible for designing the signage, goods, website, and total branding/identity of “koé donuts”, a donut factory opened in March of 2019 in the Shinkyogoku area of Kyoto.

Similar to koé, which artless also conducted the branding for, koé donuts embraces the true meaning of the words “organic”, “natural”, and “locally grown”. They carefully select ingredients that are both good for the body and the environment—ethically reimagining Japanese donuts.

The architecture and interior design was carried out by Kengo Kuma, recipient of numerous national and international awards including the Architectural Institute of Japan Award as well as responsible for the architecture of the New National Stadium set to be complete in 2020. Kuma took an ethical and organic approach to the interior of koé donuts and spread Kyoto Arashiyama woven bamboo baskets across the ceiling, creating a warm and relaxing atmosphere.

Furthermore, koé donuts’ character illustration was done by the well-known and talented illustrator, Yu Nagaba, renowned for his work in “POPEYE” magazine and numerous other publications.

artless Inc. collaborated with architects and illustrators during the branding and design process; striving to preserve the identity of the brand established with koé while expressing the value and importance of Kyoto. Further solidifying koé’s brand identity, the same typeface was used. It was then combined with a more contemporary monogram of the K and D to give a fresh and Kyoto-like feeling to the logo. The brand color is a traditional Japanese purple, lending to the overall elegance of the identity. Lastly, coinciding with the brand philosophy of being “ethical”, the shop cards and take-out boxes are all made with environmentally conscientious craft paper.

Next time you find yourself in Kyoto, come stop by koé donuts.

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architecture & interior design: kengo kuma, kengo kuma and associates
illustration: yu nagaba
branding: artless Inc.
creative direction & art direction: shun kawakami, artless inc.
art direction & design: koyuki inagaki, artless Inc.
assistant design: kanako ueno, qiwen cao, artless Inc.
project management: asami kinoshita
web development: adrien dufond, manmaru Inc.
photography: masaki hamada (kkpo), yuu kawakami
client: STRIPE INTERNATIONAL INC.

abysse

branding + visual identity

scope of works

art direction
logo & visual identity

graphic design
sign design
web design
photography
uniform

about project

Seafood restaurant “abysse” lead by the young owner-chef Kotaro Meguro was awarded the Michelin 1-star within a year of its opening in March 2015 in Gaienmae, Tokyo. As part of their move to Daikanyama in March 2019, we were in charge of branding as well as holistic art direction and design, encompassing the logo, V.I., graphic design, signage, website, uniforms, and ambient music.

The French word “abysse”, in addition to signifying the depth of the ocean, carries the meaning “of having depth”. In creating the logomark and brand color we drew inspiration from their concept of evoking the oceanic depths and deepness of the flavor of their dishes. In the interior, the use of wood salvaged from the ocean expresses the depth of both the ocean and forest.

The menus styled like letters welcoming guests to their tables are adorned with foil stamps and signed by the chef. In order to design a complete dining experience, we carefully selected the chef uniforms in the open kitchen as well as curating the ambient music to stimulate the senses while creating a serene atmosphere.

The aim of our branding project is to express their reverence for the ocean, forest, and approach to materials, in the hopes of ushering “abysse” into the global stage.

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branding: artless Inc.
art direction & creative direction: shun kawakami, artless Inc.
graphic design: qiwen cao + kanako ueno, artless Inc.
web programming: adrien dufond
photography: yuu kawakami
project management: asami kinoshita, artless Inc.
client: abysse

DESIGNART TOKYO 2018

scope of works

creative direction
art direction
concept design & planning

branding
logo & visual identity
graphic design
sign design

about project

DESIGNART, the namesake of the organization and event founded in 2017, is a new term that redefines the things that move us and crosses the boundary between art and design. DESIGNART was founded by six creatives hailing from various creative fields; Akio Aoki (MIRU design), Shun Kawakami (artless Inc.), Astrid Klein and Mark Dytham (Klein Dytham architecture), Hiroshi Koike (NON-GRID/IMG SRC), and Okisato Nagata (EXS Inc.).

For its second year, under the concept of “Emotions”, 120 exhibits were shown across 90 venues in Tokyo for DESIGNART 2018. Over the course of 10 days from October 19 to 28, creatives from across the globe in diverse fields including design, art, fashion, food, and technology gathered to the city, garnering over 120,000 visitors.

Continuing our work from the previous year, we oversaw all graphic design elements for DESIGNART 2018. As an event with a wide range of exhibits and artists, our approach was to create a bold, identifiable, yet flexible and sophisticated identity that has a simple black and gold color scheme. The logo is responsive and dynamic, where the “frame” changes its shape according to the object within it, thusly defining the framed object as “DESIGNART” – a work that crosses boundaries. The logo was used in all manner of outputs large and small across the city, including printed materials, original items, as well as in signage design; complimenting the artwork while still being a memorable identity. With a global audience in mind, all printed materials are written in both English and Japanese.

We will continue our pursuit of making DESIGNART a word as common as design or art, synonymous with the things that enrich our lives and establishing DESIGNART as a world-class design and art event.

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creative direction: shun kawakami, artless Inc.
graphic design: koyuki inagaki, kanako ueno + ayako shien, artless Inc.
project management: asami kinoshita, artless Inc.
copywriting: river Inc.
photography: yuu kawakami, artless Inc.

artless craft tea & coffee

branding + interior design + management

scope of works

branding
interior design
management

art direction
graphic design
web design
art curation

about project

Produced and managed by artless.Inc, artless craft tea & coffee is a tea and coffee stand with the design concept “chashitsu (tea room)”, where the notions of “sado” is expressed through a modern sensibility. Every aspect of the shop, including spatial design, product design, and graphic design, as well as menu development, is infused with notions inherent in “sado” and expressed through a modern vocabulary to create a "chashitsu" that synthesizes tradition with modernity.

Nestled among an array of eclectic shops, the store is located in a 700-meter-long train underpass. The location allows people to experience the "chashitsu" culture in a casual setting. The bare concrete space of the underpass, reminiscent of a warehouse, works to create a minimalist atmosphere much like a "chashitsu". The space only uses untreated larch plywood, black-coated steel frames, and bare concrete as the finishing materials, resulting in a space that is contemporary but with a decidedly “wabi-sabi” feel. The centerpiece of the space is a five-meter-long metal counter, where a square furnace has been cut out to house a tea kettle created by a living national treasure.

Traditional Japanese handicraft tools; tea canister, tea strainer, and teapot, are used to prepare and serve tea, while the Raku ware vase is adorned with seasonal flora, created and arranged by a flower artist. The specially designed merchandise is laid out in a uniform arrangement that contributes to the refined atmosphere.

With a focus on “craft”, single origin coffee from small farms(micro-mills), and Japanese tea from organic and pesticide-free tea leaves are served. All coffees are carefully hand-dripped and prepared on the spot, while Japanese tea is served using the finest tea kettle, where the flavor of the tea leaves is distilled in every last drop. Just as guests wait in serene silence as tea is prepared in a "chashitsu", the relaxed moment in which guests wait for their order is a vital part of the experience.

Behind the shop is our own art gallery space “artless appointment gallery” where we hold exhibitions designed and curated by us. The space functions as a place where we offer BtoC services, as well as BtoB art consultation and art production services for hotels, shops, offices, retail spaces, museums, and more. We provide a unique service with a mission to explore and expand the possibilities of business in art.

artless craft tea & coffee aims to create and start a new design movement by creating a modern ”chashitsu" in a warehouse-like space in a train underpass.

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creative direction, interior design & art curation: shun kawakami, artless Inc.
design: shinsaku iwatachi, artless Inc.
project management: yuri izushi, artless Inc.
website direction & design: hiroka hasegawa, H Inc.
cms development: kenji morisaki
photography: yuu kawakami
client: artless Inc.

FOUR SEASONS HOTEL KYOTO

scope of works

sign design
sign plot
sign design consulting
art direction

about project

We were appointed as the signage design consultant for
Four Seasons Hotel Kyoto, which opened in the historic city of Kyoto
in the autumn of 2016.

In a project spanning three and a half years, we worked together with specialists from various fields, including an interior team from Singapore,
a design team from Shanghai, and a lighting consultant based in the UK, amongst many others. Collaborating with the finest teams from around the world has allowed us to perfect every detail.

As the signage design consultant, we oversaw the entirety of the project where our duties ranged from selecting the typefaces for both Japanese
and English, designing original icons, plotting signs, selecting materials,
as well as managing project progress.

Located in the historic and cultural capital of Japan, every element of Four Seasons Hotel Kyoto, from the interior to the garden and spas, has been designed with a deep understanding of the local history and culture.
We set out to create signage that exists in harmony with the meticulously thought out interior design. Our direction was to incorporate the aesthetics and philosophy of Japanese crafts that has global appeal, with a modern design sensibility. The luxurious space was only made possible through
Four Seasons Hotel’s rigorous research process to capture the local flavor and essence.

We chose materials that reflect Kyoto’s rich history and paid particular attention to the environment and context of each individual signs.
Working in tandem with the art and lighting consultants, we sought to
elevate the space into a sophisticated environment. By overseeing every aspect related to the signage design; from the interior to the garden and to
the exterior, we were able to have a greater perspective of the entire space, including line of flow and the positioning of each facility, and were able to
play a crucial role in creating the refined space.

For the three years that it took for the completion of this monumental project, the same team members were involved throughout, and as a result we were able to carry the project forward smoothly and build trusting relationships
with the many experts that we worked with.

With something to enjoy in each season, please visit Four Seasons Hotel Kyoto and experience the extraordinary work that we helped create.

setouchi aonagi

branding + sign system

scope of works

branding :
logo + visual identity
sign system

graphic design
packaging design
application design
web design
ui / room concierge tablet

brand communication :
brand compliance support
photo & video shooting

about project

Overlooking the incomparable view of the Setouchi Inland Sea,
“Setouchi Aonagi” is a small luxury hotel that enjoys the matching of
Tadao Ando’s architecture design with the one-of-a-kind location the
structure is nested at.

Filled with the generous use of spaces, the Ando architecture
presents seven guestrooms. Limited to be used by the guests only, the
hotel offers spacious outdoor and indoor swimming pools, jacuzzi and
sauna. The therapists at “ALL THAT SPA SETOUCHI” would relieve
you of all stress with their domestically produced, all-natural
treatments. Neighbouring the hotel is the well-known “Elleair Golf
Club Matsuyama.” The rich array of facilities and services is brought
together to cater for various interests.

Our identity design for Setouchi Retreat Aonagi involved graphic
works such as: logo design, sign system, pamphlet, stationeries and
other operational items. Also tasked were website design and
communication design for PR purposes. For the wide-ranged
assignments, we provided an integrated consulting service to best
shape the brand.

The coastline of the Setouchi Inland Sea, viewed from the hotel, is the
scenery that lives up to the acclaim of the everlasting beauty. The
logomark is our abstract interpretation of the coastline that symbolises
the hotel and its accommodation experience.

We regard this hotel as the combination of modern architecture and
contemporary art that has its roots in the surrounding nature,
sceneries and culture. With this idea in mind, we drew the whole
design work to project the integrated aesthetics that pair quality with
tranquility.

“Setouchi Aonagi” is a branding project for the hotel guests to indulge
in the experience of staying at “the Ando architecture nested in the
nature of Setouchi."