Nao Tokyo

Brand identity, brand strategy and type design for NAO Tokyo, a premium Japanese cosmetics brand specializing in natural skin care products. Nao created four fragrances that it plans to launch in the form of perfumes, hand soaps, body lotions, scented oils and room sprays. Aimed particularly at the Japanese market, a font was sought that could be harmoniously combined with Japanese characters. 

 

Based on the geometric order of the Fibonacci spiral, Bartholomaedesign developed a typeface called Nautilus, which offers a worthy counterpart to the Japanese characters with clarity and naturalness. The spiral shape of the nautilus shell, which is often found in nature, served as inspiration. In combination with Japanese characters, the nautilus font develops a Far Eastern charm and is suitable for defining a concise logo through the company name alone. In order to visually distinguish the four fragrances, suitable colors and names had to be found to highlight the respective fragrance composition alongside the name Nao. The different character of some major Japanese cities inspired the search for suitable city equivalents for the fragrances. 

 

Tokyo is a vibrant metropolis that never sleeps. With its flow of people, traffic and lights, it conveys a feeling of constant movement and energy. Tokyo combines futuristic architecture and innovation with tradition. The fiery fragrance composition of oak, pepper and tuberose is perfectly suited to this vibrant city. The coral red color underlines the energetic character of the fragrance. The set of this fragrance appears under the name Tokyo - Vibrant Elegance.

 

Kyoto impresses with its traditional wooden houses, teahouses and palaces. As the center of the geisha and tea tradition, the city radiates peace and serenity. The picturesque surroundings with bamboo forests and cherry groves show a strong connection to nature. The fragrance composition with oak moss, sage and sandalwood reflects the calm, meditative atmosphere of Kyoto. The stone gray hue underlines the calm, meditative character of the fragrance. The set of this fragrance appears under the name Kyoto - Serene Mind. 

 

Osaka is known for its lively nightlife and cultural diversity. The city offers lively shopping streets, markets, clubs, bars and restaurants. The fragrance composition with leather, osmanthus and olibanum is sensual and suits the open and sociable atmosphere of Osaka. The velvet black color underlines the nocturnal character of the fragrance. The set of this fragrance is released under the name Osaka - Nocturnal Embrace.

 

Nagoya is an important commercial center with a strong focus on industry and tradition. The fragrance composition with galbanum, magnolia and vetiver conveys class and timeless elegance, in keeping with the distinguished city. The sandy beige color underlines the timeless beauty of the fragrance. The set of this fragrance appears under the name Nagoya - Eternal Sense.

 

Nao‘s delicately smoky fragrance concepts are subtle and long-lasting. As no synthetic additives are used, they are described as “shizenbi” - natural beauty “自然美”. The characters “自然” (shizen) for “nature” and “美” (bi) for “beauty” represent the unadulterated beauty of nature. These characters adorn the packaging and give it a graceful touch. 

 

The branding displays at Nao are supplemented with the term ‚reminiscing‘ due to the associative nature of the fragrances. The term ‚reminiscing‘ or the concept of remembering can be rendered in various expressions in Japanese. A frequently used expression is ‚思い出す‘ (omoidasu).” The mix of the Nautilus font, the Japanese characters, the earth colors and the fine lines as a graphic element results in a clear and uncluttered look that matches the Japanese philosophy and the Japanese product.