Design > Brand & Identity Experience

AND MARKET BRANDING

HAKUHODO, Tokyo / NEC MOBILING / 2012

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Overview

Credits

Overview

BriefExplanation

‘AND market’ is a newly developed brand for Japan’s first smartphone retailer independent from major mobile carriers. Our project includes concept development, brand name and CI & VI development, and overall brand design such as its shop, website and promotional tools.

ClientBriefOrObjective

This new brand emphasizes independence from major carriers and conventional retail business, which means to provide what customers really need. We define the brand concept as neutral and integrate all designs and tactics based on this unique position in the market.

Effectiveness

•~reddot design award~ For its audacious brand design idea and executions.•Won the 2011 buzzwords-of-the-year contest as a representative of smartphone retailers in Japan.•The sales of NEC Mobiling in 2011 has increased by 10% thanks to AND Market sales contribution.•Publicity in Tokyo’s no.1 business news, and many other media, as a leading edge smartphone retailer in Japan.

Execution

Neutral means achromatic colour in terms of design. Without any heightened colour, neither black nor white, our design symbolises the brand’s essence by depicting the balance of brightness between black and white. You cannot describe ‘AND market’ by traditional colours, which is quite unique both in its services and brand designs.AND Market Brand Design: LIGHTINGShop Design: Designed by originally developed lighting and interior materials which change lighting aspects.CI & VI Design: Zero brightness design

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