Task
Takashimaya is the largest historical premium Japanese department store chain, and Maurizio Baldassari has many luxurious mono brand stores and cool corner shops within it’s various locations. In line with the global redesign to reassert Maurizio Baldassari’s position as one of the top italian premium men’s wear brands, a need was felt to reflect the brand’s status as a trend setting and daringly italian icon.

Scope
Creative strategy, brand architecture, brand identity, packaging design.

Solution
More synergy with the how the brand is perceived and the style of the collections in this special market was achieved by removing the lion brand symbol from the freshly redesigned brand mark and with the addition of explosive splashes of color, for an exclusive but upbeat, trendsetting look.

Note
The design was implemented in Maurizio Baldassari’s stores and corner shops in it’s over twenty premium locations in Japan.