KOYORI’s brand identity including the logo, was formed under the watchful eye of the iconic British product and furniture designer, Jasper Morrison, in the role of Art Directing Advisor also co-designed by graphic designer Sebastian Fehr.
As a new brand, it was no doubt that executive director Koda was willing to appoint one of the most trusted designers for the logo design. He has been feeling a great sympathy for Jasper’s perceptions and the aesthetics of lines such as the combination of curves and straight lines that he has been creating over his career. In addition, having lived in Japan for quite a long time, Koda believed that Jasper had a strong affinity to Japan. Being a brand that aims to embody the true Japanese Aesthetics, it was a significant aspect.