TOJI Shares the Thinking Behind Its Design: A Refined Look Alive with Japanese Aesthetics, Created with Art Director Tomoyo Uemura
TOJI, Inc. (headquarters: Setagaya, Tokyo; CEO: Natsuki Matsuda) shares the thinking behind the branding of TOJI (https://toji-japan.com/ ), its wellness brand that brings Japan's wisdom of beauty and health into modern life.
TOJI is sharing the ideas and intentions behind its brand logo and product design. Since its launch, TOJI has placed great importance on design of a global standard in developing both its products and its brand. In bringing Japan's traditional culture to the world, we believe design and the quality of the experience are among the most important elements for re-editing the value of "things we truly believe are good" and bringing them into modern lifestyles.
Art director Tomoyo Uemura has given this philosophy its visual form. Having worked on luxury brands and cultural projects in Japan and abroad, she embodied "a fusion of Japanese tradition and a modern sense of beauty" across TOJI's logo, packaging and visuals.
The Thinking Behind the Logo and Packaging
- Brand logo:
We aimed for a logo with a universal, minimal presence in which a Japanese sense of beauty lives on. Though written in Latin letters, the design carries the lingering feel of Japanese. Its organically wavering lines express warmth and quiet depth, like the handwork of calligraphy and craft.
- Package design:
We aimed for a clean, modern and timeless design that fits into daily life and never gets old. Colors and textures reminiscent of natural materials, and a layout with generous space, express the aesthetic of "ma," the beauty of empty space. We pursued a refined presence that makes you want to pick it up.
Comment from TOJI Art Director Tomoyo Uemura
"In designing TOJI, I focused on how to give shape to 'the richness that dwells in stillness.' While respecting the power of sake kasu as a traditional ingredient, I aimed for a clean, timeless expression that also speaks to a global audience. There is still much I want to try, but I value a design that lets you feel 'a moment to face yourself' from the instant you hold the product.
I would be happy if TOJI becomes a brand that quietly adds a gentle richness to your everyday life."
Through its commitment to design, TOJI will continue to share Japan's traditional wisdom of beauty and health with the world of luxury wellness.
About Tomoyo Uemura
Art director of TOJI. A graduate of the Department of Graphic Design at Tama Art University, she gained experience at a design studio focusing on branding and package design. She went freelance as a graphic designer in 2019 and works from Tokyo. In 2022 she drew attention when she was featured in the book "U35 Tsukuru Hito Jiten" (an encyclopedia of creators under 35).
- Portfolio:https://www.totoidesign.com/