As an independent design project, I developed a new visual identity for the brand that encapsulates its core values: self-expression, play, and joy in simplicity. I began by identifying the visual traits that convey these three pillars, then put an unexpected spin on them to speak to the brand’s mission. I drew inspiration from Japanese aesthetics and the art of play. Design work included a wordmark, surface designs, and illustrations to breathe new life into the brand identity.