ano

(Client)

Taya Co., Ltd.

(Description)

We were responsible for the branding of a new hair salon brand being established as a separate line by TAYA Co., Ltd., which operates the hair salon TAYA. Our work included concept development, name creation, logo design, visual identity, and key visual production.

(Styling)

This brand was launched by TAYA Co., Ltd. to respond to the diversification of customer needs and the employment styles of hairdressers, particularly focusing on a younger demographic. It is TAYA's first hair salon staffed entirely by independent contractors. While preserving the expertise and philosophy cultivated by TAYA over nearly 60 years, the new brand was tasked with integrating a sense of "newness" for both customers and the hairdressers working there. The brand concept, "Shining Individuality," encourages both customers and hairdressers to express who they truly want to be, without being constrained by trends or societal expectations. To create a brand that feels approachable for everyone, the name "ano" (アノ) was inspired by the familiar phrase "that (〇〇)," something people say unconsciously when referring to something or someone. The visual concept, "Unique & Charming," combines creativity with approachability. We chose orange as the key color, representing both creativity and warmth. The logo combines uppercase and lowercase letters, visually representing the connection of individuality through the alignment of a shared baseline, even when elements seem mismatched at first glance. The key visual, themed "Dive Into the City," features four models with distinct styles, each embracing their own uniqueness as they step into the city, embodying the brand's concept.

(Our roll)

Brand Strategy
Creative Direction
Copywriting
Art Direction
Casting
Photography
Illustration
Graphics

(Launch)