San Shin Jyuken | reynato.tokyo

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(Client)

San Shin Jyuken ltd.

(Description)

We supported the launch of a co-living rental residence brand, a new business venture by the real estate developer San Shin Jyuken. Since San Shin Jyuken excels in land acquisition, the project started at a stage where the land had already been secured and about 80% of the property design was already finalized.

(Styling)

Research & Brand Core Development We defined the brand's target audience based on San Shin Jyuken’s vision and the characteristics of the co-living format they chose for their new business, the traits of the Oimachi area where the first property is located, and specific property features such as floor plans, design, and rent. By combining the insights of this defined target audience with contemporary trends, we defined the brand’s core value proposition as "Life Inspires." Creative Direction & Copywriting Reflecting the brand copy, "Life is built on a series of 'and's," we named the brand "N’" (En). In English, it represents "and," while in Japanese, it phonetically evokes the word En (縁), meaning "fate" or "connection." The creative direction derived from the brand concept is "Not a day. A SUNDAY." For many, "Sunday" is not just a day of the week, but a lifestyle—a time of unhurried relaxation, yet a special moment that one doesn't want to waste. We expressed this duality of tension and relaxation, along with a sense of "open space" (margins), through the brand's creative assets. Art Direction & Design The logo embodies the wish for the property to be a place where gentle yet stimulating communication is naturally born. For the brand colors, we chose Cherry Red—signifying "new beginnings," "fruitfulness," and "joy"—as the primary color. It is supported by Sky Blue (reminiscent of a crisp Sunday sky), Sun Orange (inspired by Sunday as the day of the sun), and Light Yellow (evoking hope and vitality). Additionally, we developed "Nekomaru," a resident cat character who knows all the best ways to enjoy Oimachi, to serve as the brand's neighborhood guide. *The project is currently underway, heading toward the property’s scheduled completion in September this year.