As part of a 30th anniversary event and media car launch for a prestigious Japanese car manufacturer, we were asked to create an umbrella concept that captured the essence of that companies brand, as well as convey the heritage and craftsmanship that is an important part of their DNA.
Using the Japanese concept of Takumi, meaning to be master of a craft, we were able to tie this back to both the company’s heritage as well as their milestone 30th anniversary. By calculating that it takes 30 years to be master of a craft, both concepts for the event could converge.
Graphically, we were again able to draw on Japanese craftsmanship. Using washi paper texture and traditional lettering forms, we used the Japanese text for ‘30’ as the icon for the event, and inspired delegates through language and imagery to create the ‘Journey To Takumi’.
