Branding, successful store launch and some sharp marketing
Chubo
Retail
Strategy, Branding, Digital Experience
Introduction
The vision
Result
Koiton produced an identity which has had a lasting impact in a crowded marketplace. The Chubo brand and product range has continued to grow since 2012 and is going strong today.
Branding challenge
Inspired by centuries-old Japanese knife-making traditions, we looked to Japanese packaging for creative direction. Both share a devotion to elevating the beauty of natural materials and celebrating exquisite craftsmanship.
Brushstrokes in charcoal ink, and raw textures such as washi paper, wood and bamboo, are hallmarks of traditional Japanese packaging, often finished with a Hanko, the maker’s personal seal of excellence. These elements are thoughtfully reflected in Chubo’s brand identity.
Our goal was to create a brand that stands out through simplicity and authenticity — one that customers can genuinely trust.
Advertising
To generate awareness and build market traction, we developed a series of print advertisements. We collaborated on art direction with photographers to create heavily textured, thematic imagery that paired effectively with the brand’s typography. This direction was later applied to social.
Digital Platform
Working closely with the founders, we provided channels for technological insight that informed the design and development of a low-risk, scalable e-commerce platform. Post-launch data analysis revealed new requirements, which became the foundation for ongoing product evolution.
