——-BRAND VISUAL LANGUAGE
While Shiseido has always been a global brand, they have also always maintained a uniquely Japanese aesthetic. Japanese clichés and stereotypes should be avoided. For Shiseido, Japanese culture is to be found in the combination of seeming opposites: for example, tradition and avant-garde, East and West, art and science, understatement and luxury, perfection, and imperfection. How to bring across this highly nuanced and sophisticated message? It’s quite hard to grasp. It is even harder to get across in the dense, fast environment of the department store. We had to find a cohesive visual language for the physical spaces that can be recognized by an audience on digital platforms, e-commerce, and social media.