- Brand strategy
positioning & narrative
With roots in Japan but global ambition, Rinjin, meaning ‘neighbour’ in Japanese, has a strong desire to find rich, cultural experiences and to discover the most authentic ways to navigate life in a new city.
Launching this new hospitality concept with several unique properties in Japan, our brief was to create a global brand. One that would feel as at home within a Geisha Ochaya in Kyoto as it would on a traditional houseboat on Brooklyn’s East River.
We were commissioned to establish a creative identity, brand architecture and tone of voice following extensive research and strategic positioning phase.
Rinjin is a celebration of place, culture and history. The brand does not stand in the way of this, rather it supports this with unique colour palettes inspired by place – be it Brooklyn brownstone or the neons of Tokyo. Styling of collateral also pays tribute to the locations in which they are found.
The result is a brand with a light and considered touch wherever it is found in the world.