In a world where the boundaries between tradition and innovation blur, SAI Japan Vintage emerges as a beacon of impeccable fusion. Created by the talented Yurie Takashima, the branding and visual identity showcases a profound understanding of both worlds and serves as a bridge to unify them.
SAI Japan Vintage is more than just a fashion label; it’s a statement. Delving deep into the rich tapestry of Japanese culture, the brand brings forth an unconventional and diverse fashion experience, embedding spiced-up Japanese essence into the day-to-day lives of its aficionados. The craftsmanship is undeniably authentic, with items hand-stitched in Japan using the venerable dead stock fabrics originally intended for traditional kimonos.
The challenge, however, lay in the brand's earlier calligraphy logo. While beautifully crafted and evocative of a deep-seated tradition, it failed to resonate with the young souls hungering for novelty amidst authenticity. The younger generation, with their discerning taste and heightened sustainability awareness, craved a symbol that reflected both the traditional richness and the innovative spirit of modernity.
Understanding this dichotomy, Takashima embarked on a journey to redesign the logo. The outcome? A revamped visual identity that effortlessly marries the timeworn with the contemporary. This upgraded logo is a testament to SAI’s philosophy, standing firmly at the intersection of age-old materials and modern thought, and heralding an era where fashion becomes a canvas to express individuality without forsaking roots.
In essence, SAI Japan Vintage, under Takashima's deft touch, becomes more than a brand; it transforms into a movement. It invites everyone to embrace the best of both worlds, proving that authenticity and modernity can, indeed, coexist harmoniously in the realm of fashion design.
Branding and Visual identity artifacts
For more information make sure to check out Yurie Takashima website or follow her on Behance.
