CAREN
CAREN
Worked on visual identity from the ground up for a new Japanese self-care brand inspired by meditation.
SERVICE

Identity, packaging, web design concept, taglines

YEAR
2022
CREDITS

Client: Momoko Matsuura

Caren is a self-care brand to help those who live in the modern fast-paced world take time for themselves and bring their mind at center. Inspired by meditation, Caren aims to provide you with time to "CARE" for yourself to accept the ups and downs of your mind, and remind you of the beauty of being yourself, just like the wild flower's strength and charm of being as it is ("可憐" - KAREN in Japanese).

I worked closely with the founder to develop brand identity including brand's tagline, web design concept and packaging design for their CBD oil, one of their first products to launch. The brand's core idea, self-care was translated to this tagline, "a moment to focus on yourself". Then the concept was applied to the visual language as a main element of visual identity, a focal point on a camera screen. The delicate strokes of the focal point was paired with the floating logo with thick and thin strokes representing how our minds and emotions fluctuate everyday.

The overall identity was developed carefully to express the balance of delicacy and strength, just like the wild flowers' charm ("可憐" - KAREN in Japanese), the origin of the brand name.

Images for the web concept: Header image from Björk and Berries, the rest from Salva López

Carenは、めまぐるしく変化する現代社会に生きる人々が、1日に少しでも自分のための時間を持ち、自分の心を中心に据えるためのセルフケアブランドです。「Care」と「可憐」を組み合わせて名付けられたCarenは、可憐に咲く花のように、凛と咲く強さと、ただそこに在るだけで美しい、と自分の感情の上下を認めケアする時間を持って欲しいという願いが込められています。

ブランドのタグライン、Webデザインのコンセプト案、最初の製品の1つであるCBDオイルのパッケージデザインなどを含むブランドアイデンティティを創設者との密接なコミュニケーションを基に開発しました。ブランドの軸であるセルフケアの概念をタグライン、「a moment to focus on yourself - 自分にフォーカスする時間を」として解釈し、カメラのフォーカスマークから着想したグラフィックをビジュアルアイデンティティのメイン要素として展開。フォーカスマークの繊細な線とは対照的に、ロゴは線の強弱があり動きのある文字組みで心や感情が日々揺れ動く様子を表現しています。

ブランド名の由来である「可憐」な様子と感情の繊細さを表現するため、ブランド全体の世界観も力強さと繊細さとのバランスを慎重に配慮しながら開発しました。

packaging image
packaging
packaging image
No items found.
No items found.
web
web
web (mobile)
brand guide
brand guide
Full project coming soon.
logos
color palette
typography
type style
No items found.
No items found.
MORE PROJECTS
arrow gif
MoMA x Champion Archives Collection
Graphic design, art direction
MoMA x Champion Archives Collection
MoMA Design Store Fall Campaign
Visual Identity, art direction, collateral design
MoMA Design Store Fall Campaign
Bodum Bistro Pop-up
Art direction, visual identity, collateral design
Bodum Bistro Pop-up
MoMA Design Store Spring Campaign
Visual Identity, art direction, collateral design
MoMA Design Store Spring Campaign
WABI
Brand identity, art direction, brand collateral, web design
WABI
NAGI SPORTS
Visual identity, packaging&web design, illustration
NAGI SPORTS
NAGI
Visual Identity, packaging&web design
NAGI
NIKE
Graphic design
NIKE
PECHEMIGNON
Logo design, store card design
PECHEMIGNON
HOT SAUCE BAR
Visual identity, art direction, website design, graphic design
HOT SAUCE BAR
TONCHIN NYC
Website redesign, webflow development
TONCHIN NYC
BACK TO TOP