- Brand positioning & narrative
- Luxury real estate
We sought to create a brand that provided the rarest of luxuries within Tokyo; a hidden, tranquil sanctuary in the heart of the city.
To establish our strategic and creative route to market, we coordinated a three-day brand workshop in Tokyo. The result; a brand that reflects the pinnacle of contemporary living rooted in 400 years of rich Japanese heritage.
The brand honours the exclusive position of Hikawa Gardens, Akasaka, within its ancient, natural surroundings. Akasaka means red slope, a name derived from the madder plant which once grew there. Its red roots were used to make dye for thousands of years.
The intricately crafted illustration takes influence from the shape of the madder plant root, providing a subtle nod to this historical past and affinity with nature, balanced by an elegant and contemporary application reflective of the product.