This is the rebrand of Makkari Takibi Camp (TAKIBI CAMP), a campground near Niseko in Hokkaido. Before touching any visuals, we rebuilt the brand from the ground up, starting with its "brand DNA": a definition of its mission, personality and core values.
Using a brand DNA sheet, we organised the mission, the brand personality and the values that matter most. We also defined the brand proposition and the target guests (green season and winter season), and settled the colour palette before starting on the logo.
They respond to high-context stories, where meaning is carried by atmosphere, lingering impressions and a shared cultural background.
They need low-context, experience-focused messages that make it clear what they can do, how it will feel, and what to do next.
We designed the brand to hold both, without watering down either one.
Campfires, animals, mountain silhouettes. I sketched out logo ideas, checking each one against the personality we had defined in the brand DNA.
For the logo's proportions, I used the silver ratio (hakugin-hi, 1:√2). It has long been used in Japanese design and architecture, and it brings balance, quiet restraint and harmony in space. The Japanese and English logotypes, the abbreviated mark and even the merchandise all follow the same ratio.
Read the IRUMU de CHOBIT process
Tell us about your business, in English or Japanese. A link or a few photos is a fine place to start. No pressure.
Get in touch →This is the rebrand of Makkari Takibi Camp (TAKIBI CAMP), a campground near Niseko in Hokkaido. Before touching any visuals, we rebuilt the brand from the ground up, starting with its "brand DNA": a definition of its mission, personality and core values.
Using a brand DNA sheet, we organised the mission, the brand personality and the values that matter most. We also defined the brand proposition and the target guests (green season and winter season), and settled the colour palette before starting on the logo.
They respond to high-context stories, where meaning is carried by atmosphere, lingering impressions and a shared cultural background.
They need low-context, experience-focused messages that make it clear what they can do, how it will feel, and what to do next.
We designed the brand to hold both, without watering down either one.
Campfires, animals, mountain silhouettes. I sketched out logo ideas, checking each one against the personality we had defined in the brand DNA.
For the logo's proportions, I used the silver ratio (hakugin-hi, 1:√2). It has long been used in Japanese design and architecture, and it brings balance, quiet restraint and harmony in space. The Japanese and English logotypes, the abbreviated mark and even the merchandise all follow the same ratio.
Read the IRUMU de CHOBIT process
Tell us about your business, in English or Japanese. A link or a few photos is a fine place to start. No pressure.
Get in touch →
