Ichikami: redefining Japanese beauty

Design for haircare products

Ichikami is a Japanese herbal haircare brand whose formula was developed based on closely matching the country’s climate and environment. However, when the target demographic of young women shifted to western products Ichikami reacted by pursuing the same western style, abandoning its identity and hence losing its distinctiveness. Our research revealed that the target women sought styles homogenous to others due to a lack of self-esteem. The response was a design that redefines Japanese-ness based on the theme of "dignified beauty" expressed from within without being constrained by others.

Client / Manufacturer

Kracie Home Products, Ltd.

Tokyo, JP

Design

Interbrand Japan

Tokyo, JPNaotsugu Nakamura, Kanako Yaginuma, Akiyo Kamimura