タカシマヤカシミヤ・シルクの肌着／商品ネーミング

縫い目を作らない編み機「ホールガーメント®」で編んだカシミヤ・シルクの肌着。縫い目のチクチクがなく、まるで素肌のような心地よさであること、そして、肌着としての役割と、インナーとしても着られるナチュラルでおしゃれな風合いを、「素肌」と「肌着」をかけて「SUHADA-GI」というネーミングに。ローマ字で表記し、元素記号のようなロゴで表現しました。

SUHADA-GI / Branding & Naming

SUHADA-GI is a brand of cashmere and silk underwear created by Japanese department store Takashimaya. My main role in this project was to name the brand. The underwear itself is made using a Whole Garment® machine, which eliminates the need for stitches. The wearer can feel as comfortable as they would feel in their own skin. “Suhada” means “bare skin” in Japanese, and “hadagi” is “underwear”. Putting them together, I created the name SUHADA-GI and a logo that combines a soft outer wall with a hint towards the periodic table of elements.

タカシマヤスタイルメゾン／店舗名ネーミング

遊びもおしゃれもアクティブに楽しむ女性をターゲットにしたセレクトショップ。ライフスタイル提案型ショップなので、自分の好きなもの、挑戦してみたいものなど様々なスタイルを店舗で見つけてほしい、という願いを込めて「スタイル」という言葉で表現しました。

TAKASHIMAYA Style Maison / Branding & Naming

TAKASHIMAYA Style Maison is a select shop (boutique) in LaLaport Ebina, a shopping mall near Tokyo. I played a role in the naming of the stop. The target customers are fashion-conscious women who lead active lifestyles. The range of items in this shop can lead to new lifestyle discoveries, hence the emphasis on “style” in the shop name.

Eat a delicious morning.

Eating a delicious breakfast will give you energy for the day.

Spending a good morning will make you happy for the day.

At Takashimaya Farm, we want to create that happiness.

We select foods that are reassuring, safe and delicious.

Eat a delicious morning and be at your best today.

髙島屋ファーム（食品セレクトショップ）シーズンコンセプト作成（店頭置きカタログ・WEBページ）

2015年〜2019年まで担当。紹介のビジュアル「朝食」をキーワードに、こだわりの食品を紹介。1日のパワーの源になる朝食を、「おいしい朝を食べよう。」というコピーで表現し、カタログでは見開き1ページごとに、さまざまな朝食のシーンとアイテムを紹介していった。

TAKASHIMAYA Farm / Seasonal promotion concept

TAKASHIMAYA Farm is a food select shop in a department store. I was involved in many promotional campaigns for this client during 2015 to 2019. In the example above, the theme centered on breakfast and the importance of a good start to the day. I wrote the main slogan by combining the idea of breakfast as both the origin of the day and its source of energy. おいしい朝を食べよう roughly translates as “Eat a delicious morning”. The slogan featured in a brochure and web promotion incorporating various ideas on a breakfast theme. 

A wholehearted commitment

Learning, playing, crying, laughing.

Through six years of varied experience,

a randoseru is always by their side.

From design and detail to great craftsmanship,

to brands they’ll want to carry everyday,

we have a randoseru for everyone.

To find their favourite, head to Takashimaya.

髙島屋のランドセル（2019）／店頭置きカタログコピーライティング・WEBページ作成

ランドセルは決して安い買い物ではない。髙島屋ではバイヤーが子どもたちを一途に思い、メーカーと一体になって商品開発に励んでいる。2019年のカタログは、そんな姿勢をお客様に感じてもらいたく、「こだわり、一途に。」というコンセプトのもと、工房系ランドセル、天然皮革、ブランドコラボレーション商品など、カテゴリーで分ける形で紹介。表紙のランドセルが飛ぶように売れ、反響も大きかった。

TAKASHIMAYA Randoseru / Copywriting

こだわり、一途に。 (Lit: a wholehearted commitment)

A randoseru is a distinctive backpack used by elementary schoolchildren in Japan. For parents, a randoseru is a major expense, even if it does get used for six years. At Takashimaya department store, buyers work with manufacturers and craftspeople to offer a product that can encapsulate all the love people feel towards their children. I came up with a campaign slogan for the catalogue and website. こだわり、一途に。means “a wholehearted commitment”. The intent was to show that Takashimaya’s randoseru is created and selected with such deep feelings in mind. The year this catalogue was published, the randoseru on the front cover sold very well.