"Tsumugi"
This project was part of the Strategic Design 1 course, where I developed a brand identity for Tsumugi, a fictional Japanese textile shop located in Amsterdam. The brief required creating a logo, style guide, and animated logo GIF that reflect the elegance and authenticity of traditional Japanese craftsmanship while appealing to a modern, international audience.
The core challenge was balancing Japanese heritage with Dutch modernity. The final logo draws inspiration from Japanese temple architecture, symbolizing structure, calm, and cultural pride. The dark navy color suggests tradition and depth, while the typeface (Kurale) adds a warm, approachable tone. I created a simplified secondary logo and paired the design with a restrained, authentic color palette rooted in kimono textiles. The animated GIF was designed to be subtle and graceful—suitable for digital platforms.
Tsumugi’s brand voice centers on warmth, honesty, and community. I positioned it as a place where all are welcome—whether you’re an interior designer, a nostalgic expat, or a craft enthusiast. The result is a coherent identity that honors Japanese aesthetics while feeling fresh and accessible in a European setting.
Brand Style Guide
Original logo sketch
Logo
Logo on a sign
Branded shopping bag
Stamp with alt-logo
Logo on store window
GIF of logo