A stack of red books titled Shiseido Brand Code neatly arranged on a black shelf, showcasing their vibrant color and clean design.

SHISEIDO

Visual Identity

Brand Strategy

Typography

Packaging

Creating the first-ever global brand code for the 150-year-old Japanese skincare brand.

A collection of sleek, dark beauty product bottles and their packaging arranged artistically on a light background.
A collection of sleek, dark beauty product bottles and their packaging arranged artistically on a light background.
A collection of sleek, dark beauty product bottles and their packaging arranged artistically on a light background.
A collection of sleek, dark beauty product bottles and their packaging arranged artistically on a light background.

For the first time in their history, Shiseido decided to commission a company-wide unifying communication strategy. Over the course of several years, we overhauled the brand identity and built a new brand code for this iconic skincare, fragrance and beauty brand.

For the first time in their history, Shiseido decided to commission a company-wide unifying communication strategy. Over the course of several years, we overhauled the brand identity and built a new brand code for this iconic skincare, fragrance and beauty brand.

This brand code set out to align strategy, narrative and toolkit of brand assets across all touchpoints — from product packaging to advertising and retail display — and in all categories. The result was a refreshed and modernised Shiseido brand, with a unified identity in every territory.

Advertisement featuring a model in a red dress and a close-up of her face, displayed in a subway station.
Advertisement featuring a model in a red dress and a close-up of her face, displayed in a subway station.
Advertisement featuring a model in a red dress and a close-up of her face, displayed in a subway station.
Advertisement featuring a model in a red dress and a close-up of her face, displayed in a subway station.
A close-up of an open magazine and a book, featuring text and a red accent, on a light surface.
A close-up of an open magazine and a book, featuring text and a red accent, on a light surface.
A close-up of an open magazine and a book, featuring text and a red accent, on a light surface.
A close-up of an open magazine and a book, featuring text and a red accent, on a light surface.

Central to the challenge was reimagining the brand to ensure its relevance for international contemporary audiences, while staying authentic and true to Shiseido’s rich avant-garde creative heritage, and anchored in Japan.

Text on a black background featuring terms related to beauty, Eastern philosophy, and Western medicine.

A bespoke typeface to reflect Shiseido's luxury positioning.

Text list of Shiseido Ginza typefaces: Extra Light, Light, Regular, Italic, Medium, Bold, and Bold Italic.
Text list of Shiseido Ginza typefaces: Extra Light, Light, Regular, Italic, Medium, Bold, and Bold Italic.
Text list of Shiseido Ginza typefaces: Extra Light, Light, Regular, Italic, Medium, Bold, and Bold Italic.
Text list of Shiseido Ginza typefaces: Extra Light, Light, Regular, Italic, Medium, Bold, and Bold Italic.

As part of the brand’s new toolkit we designed Shiseido Ginza. The sans serif typeface comes in three styles and seven weights, with wider proportions and modern, clean and elegant shapes.

As part of the brand’s new toolkit we designed Shiseido Ginza. The sans serif typeface comes in three styles and seven weights, with wider proportions and modern, clean and elegant shapes.

A hand holding a pen above papers with charts, next to a laptop on a dark surface.
A hand holding a pen above papers with charts, next to a laptop on a dark surface.
A hand holding a pen above papers with charts, next to a laptop on a dark surface.
A hand holding a pen above papers with charts, next to a laptop on a dark surface.

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