yuen bettei daita

branding + visual identity

scope of works

branding
logo + visual identity
brand guideline

art direction
graphic design
sign design

about project

We were in charge of branding, art direction, signage, and stationery for “yuen bettei daita”, a ryokan-style hotel that opened its doors in September 2020 in Setagaya-Daita, Tokyo. We worked in close collaboration with UDS, the creative director, architect, interior designer, and operator of the hotel.

The logo uses calligraphy by Soryu Takeda and a grid system inspired by the latticed interior of the hotel, paired with the iconic family crest inspired logo mark shared among the “ONSEN RYOKAN yuen” hotels. For the brand color, we selected a traditional green color evoking images of overgrown moss on old trees and garden stones. This is paired with a light beige color inspired by the natural color of cotton fabric—creating soft and tranquil overtones. The signs found throughout the hotel use the same grid system as in the logo. The combination of dark brown (kenpo) and gray (slate gray) allows the signs to harmonize with the architecture and interior while standing on their own.

Following “ONSEN RYOKAN yuen shinjuku” (May 2019) and “ONSEN RYOKAN yuen sapporo” (July 2020), “yuen bettei daita” marks the beginning of a new series in the yuen franchise. Located in a quiet residential area of Tokyo, ”yuen bettei daita” is an onsen inn conceptualized as a “secluded hideaway in the heart of the city”. The Setagaya-Daita area has long been a place where the reprieve of nature and convenience of the city coexist, making it a place many literary figures such as Sakutaro Hagiwara and Mokichi Saito called their home. The residence-like architecture emphasizing the greenery and charm of the area, also includes an onsen, sauna, kappo-style restaurant, and tea house.

Whether for a day trip or for an overnight stay, take a break from the commotion of the city and spend quality time at “yuen bettei daita”.

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branding & management: artless inc.
creative direction & art direction: shun kawakami
design: ayako shien & kanako ueno
assistant design: misato taniguchi, ahd osaka & aori nagai, artless inc.
project management: ken aoki & moeko tamakawa
signage & item photography: yuu kawakami
client: uds ltd.

YUEN SAPPORO

branding + visual identity

scope of works

branding
logo + visual identity
brand guideline

art direction
graphic design
sign design

about project

We were in charge of branding and art direction for “ONSEN RYOKAN yuen sapporo”, a ryokan-style hotel that opened its doors in July 2020 in Sapporo. We worked in close collaboration with UDS, the creative director, architect, and interior designer of the hotel.

As an expression of the hotel’s “modern ryokan” concept, we created a family crest inspired logo as part of our approach in harmonizing Japanese elements with modern expression. The “thread” in the logo symbolizes a space that brings people together and the intimate connections that form as a result. The “thread” is utilized as a key visual element throughout the design from the signage to stationaries and room amenities.

Following the opening of “ONSEN RYOKAN yuen shinjuku” in May 2019, “ONSEN RYOKAN yuen sapporo” incorporates materials and textures unique to Hokkaido into its interior design. Likewise, in our designs we used white and grey inspired by snow, rime ice, and Ural Owls to channel the color of Hokkaido while expressing the essential ryokan experience.

Artworks by Hokkaido-based artists are integrated into the interior design of the hotel—creating an immersive experience. We welcome all to visit and be immersed in the unique Hokkaido experience at “ONSEN RYOKAN yuen sapporo”.

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branding & management: artless inc.
creative direction & art direction: shun kawakami, artless inc.
graphic design: ayako shien, artless inc.
assistant design:yafa koseko, artless inc. ,
hisako mori + misato taniguchi, ahd osaka
project management: ken aoki + moeko tamakawa, artless inc.
signage & item photography: yuu kawakami, artless inc.
client: UDS Ltd.

koé pizza

branding + visual identity

scope of works

branding
logo + visual identity
brand guideline

art direction
graphic design
sign design
web design

about project

“koé pizza”* is a new outdoor pizza restaurant that opened its doors in May 2020 in Okayama. We were in charge of branding and creating the visual identity including logo design, signage, menus, serving plates, and website.

With the dot of the “i” symbolizing a pizza, we created a logo that captures the unique experience offered by "koé pizza"—“dining out in the park”. To convey the refined yet laid-back atmosphere of "koé pizza" we used black and white as the key colors. Oversized typography is used throughout establishing a lively environment and striking the perfect balance between informality and the surrounding natural setting.

The interior/exterior was designed by architect Motosuke Mandai, and the illustrations and mascot characters were created by illustrator Yu Nagaba.

*Created by lifestyle brand “koé”, which artless Inc. is also in charge of branding for, “koé pizza” is an outdoor pizza restaurant that serves authentic oven-baked pizza in a natural setting. Guests can enjoy freshly baked pizza using locally sourced ingredients, straight from the pizza oven specially designed for the restaurant.

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branding: artless Inc.
creative direction & art direction: shun kawakami
architecture: mandai architects.
illustration: yu nagaba
graphic design: kanako ueno, artless Inc.
assistant design: aori nagai, artless Inc.
project management: moeko tamakawa, artless Inc.
web development: adrien dufond, artless interactive.
client: STRIPE INTERNATIONAL INC.

hakone retreat

branding + visual identity

scope of works

creative direction
art direction
logo & visual identity
graphic design
signage design

about project

We were in charge of the branding; logo design, visual identity, and signage design, for “Hakone Retreat”; a pair of exclusive retreats located in Fuji-Hakone-Izu National Park.

Situated in the lush mountains of the national park, "Hakone Retreat" provides two distinct experiences within its 55,000 square meter site. "Hakone Retreat Villa 1/f" provides a serene and premier experience with its independent villas and private hot-springs. Meanwhile, the modern architecture and Nordic stylings of "hakone retreat före" provides a more communal experience.

We created two sets of visual identities that work together as one unified identity. To create contrast between the two unique experiences, an elegant and classical font is used for "Villa", while a modern, architecture-inspired font is used for "före". Likewise, for printed materials and amenities an elegant white paper stock was chosen for "Villa", contrasting with the grey paper utilized for "före". As a cohesive element, the key green color inspired by the surrounding forest is shared between the identities. The signage strategically placed throughout guide guests around the site while existing in harmony with the surrounding scenery.

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branding & management: artless Inc.
creative direction, art direction, & logo design: shun kawakami, artless Inc.
art direction & design: kazuki kaneko, artless Inc.
lead design: shinsaku iwatachi, artless Inc.
design: ryo akao & thomas zimmerman, artless Inc.
project management: mimaki hata, artless Inc.
signage & item photography: yuu kawakami, artless Inc.
client: onkochishin

bespoke hotel shinsaibashi

branding + visual identity + art curation

scope of works

art direction
logo & visual identity

graphic design
sign design
web design
art curation

about project

We were in charge of branding, graphic design, and art curation for “bespoke hotel shinsaibashi”, operated by Nest Hotel Japan Corporation. “bespoke hotel” embraces the traits that make each city unique, expressing the spirit and culture of the neighborhood through its carefully crafted space.

Following the opening of Shinjuku, Tokyo’s “bespoke hotel shinjuku” in December 2018, “bespoke hotel shinsaibashi” marks the brand’s first foray into the Kansai market. In keeping with the brand concept of tailoring the design to each location, black and gold were chosen as key colors to compliment the interior design. Thinner variants of the typography and pictograms are used in “bespoke hotel shinjuku”; keeping aesthetic continuity across the brand while expressing the character of the hotel. Vignettes of Osaka are captured in still images and videos by Kyoto-based photographer Yuna Yagi. They can be found throughout the hotel—adorning the lobby and restaurant, as well on the curtains in each guest room—creating an immersive experience of the city. Craft beer and light snacks curated by Yuji Tani, the head-chef from HOUSE NISHIAZABU, can be enjoyed at the adjoining restaurant “BSPK BAR”.

It is said that the word “bespoke” is derived from the verb “bespeak” or the phrase “been spoken for”; where the craftsman and the customer would “speak” and have a dialogue on his or her specifications when making an order. Inspired by the origin of the word, we used the Japanese-quotation mark as a key element in the logo and design—creating a visual experience that is uniquely tailored for each location.

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branding by artless Inc.
creative direction/art direction/art curation: shun kawakami, artless Inc.
art direction & design: kazuki kaneko, artless Inc.
design: shinsaku iwatachi, artless Inc.
interior/ff&e design: ryo takarada, the range design inc.
cafe & bar interior design: aiji inoue, doyle collection
planning/direction: junya akeyama, goodtime inc.
food producer: yuji tani, gather inc.
art & photography: yuna yagi
video art: yuna yagi & edp graphic works
bgm/sound design: masahiko takeda & kafuka
web development: adrien dufond
architecture photography: tomooki kengaku
signage & item photography: yuu kawakami, artless Inc.
client: nest hotel japan corporation

MIST Hot Spring Hotel 花满地

branding + visual identity

scope of works

branding:
logo & visual identity
brand guide

art direction
graphic design
sign design
web design

about project

MIST Hot Spring Hotel is a hotel project for which we have been in charge of V.I., branding, graphic design, web design and sign design. After 2 years of working on the branding, MIST had its doors open in Henan Province, China, on 28th March 2018.

The architecture & interior design by Department of Architecture from Bangkok, Thailand, brings a new scenery to the landscape of Henan. With their portfolios such as Hilton Pattaya and Sala Phuket Resorts, Department of Architecture has won numerous awards within and out of their home country, notably Blueprint Award (UK, Winner), Hospitality Design Award (NY, Winner) and Architizer A+ Awards (NY, Jury Winner). Amata Luphaiboon, the co-founder from Department of Architecture, has executed an integrated design from the architecture, interior to the installation art pieces.

The iconic facade of MIST is composed of colourful windows, bringing colours to the landscape of Henan. The interior is characterised by strict black & white colour schemes. The light falls through the colourfully shaded windows, casting tinted lights into the monochrome building and creates various expressions at different time of the day.

artless Inc. has directed the hotel branding with keywords “mist” and “colours of the sky” to correspond with the architecture and interior. The logo was constructed to depict shapeless, indefinite form of mist. The sign design was created with typographic system based on the logo. The materials chosen are tracing papers, acryls and glasses to express clarity. The branding uses colours picked from the sky. The vivid gradation colours used in hotel amenities make a striking addition to the guests’ experience.

Central China Hotel Management has been earning reputations from their past projects in Henan Province such as Le Meridien Zhengzhou and Pullman Kaifeng. MIST Hotel is the first project of Central China that uses their own name. We believe that marrying the built know-hows of Central China with creatives of Asia, has resulted in one of a kind hotels in the world.

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architecture & interior design by amata luphaiboon, department of architecture
art direction & creative direction by shun kawakami, artless Inc.
graphic design by koyuki inagaki, kanako ueno, noey nitipon, artless Inc.
website programming by adrien dufond
project management: ken aoki, artless Inc.
architecture photography by wison tungthunya
sign & product photography by yuu kawakami

hotel koe tokyo

branding + visual identity

scope of works

branding:
logo & visual identity
brand guideline

art direction
graphic design
sign design
web design

about project

We were in charge of branding and art direction for “hotel koe tokyo”, which opened its doors in February 2018 in the center of Shibuya, one of Tokyo’s liveliest and busiest neighborhoods. We worked in close collaboration with SUPPOSE DESIGN OFFICE, the creative director, architect, and interior designer of the hotel.

As the branding director, we were tasked with comprehensive design direction and consultancy for a multitude of items and outputs across various design disciplines. Starting with creating the logo and building the visual identity, we created graphic design elements including amenities and menus, digital media such as the website and promotional materials, as well as the way-finding system and signages that compliment the space, and even had a hand in writing the brand concept.

“hotel koe tokyo” is a hotel complex in Shibuya, Tokyo created by lifestyle brand “koe”, which we were also in charge of branding. Focusing on the core ideas; stay, fashion, and music & food; the space embodies the brand’s concept “new basic for new culture”.

With a global perspective that incorporates the hotel’s concept “now & future”, and “Japan & the world”; our approach was to synthesize traditional Japanese elements with the modern sensibility of Shibuya, to create designs that pave a way for a new culture. In creating the color, layout, and material schemes, we were inspired by the Japanese notion of “wabi-sabi” inherent in the “chashitsu (Japanese tea room)” design concept of the guest rooms. Through careful implementation of these core concepts, we were able to create designs that are modern with a delicate and refined essence.

Open to all, we hope you visit and experience the new Shibuya landmark that is “hotel koe tokyo”.

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creative direction, architecture & interior design: SUPPOSE DESIGN OFFICE
branding: artless Inc.
creative direction & art direction: shun kawakami, artless Inc.
art direction & design: kazuki kaneko, artless Inc.
design: shinsaku iwatachi, ryo akao, artless Inc.
project management: ken aoki, asami kinoshita, artless Inc.
concept copy: arata sasaki, HITSFAMILY
copywriting: satoko tanaka, artless Inc.
website direction, design: hiroka hasegawa, H Inc.
web development: adrien dufond, manmaru Inc.
cms development: maboroshi Inc.
photography: yuu kawakami
food direction: satoshi kakegawa, Ata daikanyama
hotel amenity & souvenir item direction: george amano, GCC
client: STRIPE INTERNATIONAL INC.

JABE Berlin

branding + interior design

scope of works

branding
interior design

naming & V.I.
graphic design
sign design
fashion / uniform
styling / tableware

about project

artless Inc. was in charge of branding including coming up with the name, logo design, creating all design outputs, and working with architecture studio Sawada Hashimura for the interior design of the restaurant.

The name JABE, a catchy abbreviation of Japan and Berlin, was chosen to reflect the restaurant’s concept of bringing a slice of Japan to Berlin. The logo consists of fine lines that channel traditional Japanese culture through a contemporary visual language. A gentle shade of black and beige is used throughout as an expression of modern Japan.

Similarly, the interior avoids the stereotypical Japanese decor and is designed in a modern style that fits right into the urban lifestyle of Berlin. The use of simple and familiar materials such as plywood, black granite, stainless steel, and ceramic tiles, expresses Japanese aesthetics through calm tones and shadows. The suspended linear lights were specially designed for the restaurant through a collaboration with the new Berlin-based lighting brand NJEBO. The series of linear lights brings to mind the glowing nightscapes of Japan and represents a crossing of cultures in today’s world.

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branding & management: artless Inc.
creative direction: shun kawakami
interior design: sawada hashimura
art direction & design: nao nozawa
design: shinsaku iwatachi
lighting design: sawada hashimura + NJEBO
photography: TokioKid
client: JABE Berlin

point 0 marunouchi

branding + visual identity

scope of works

branding
logo & visual identity

art direction
graphic design
sign design
web design

about project

artless Inc. was in charge of branding for point 0 Inc. and co-working space “point 0 marunouchi”, established by the CRESNECT initiative. The scope of the branding project encompassed everything from logo design, VI design, graphic design, and web design to the development of the signage and wayfinding system.

The CRESNECT initiative, an IoT database platform that stores and shares data for the built environment, was announced by DAIKIN in 2018. Through a joint effort across industries, point 0 Inc. was founded in February 2019. As the initiative’s first project, the proof-of-concept co-working space “point 0 marunouchi” opened in Tokyo in the summer of 2019 with interior design by Klein Dytham architecture.

The name “point 0” or “.0” connotes “redefinition” or “a starting point of redefinition”. The neutral design code is derived from the idea of “finding the solution in-between”, a reinterpretation of the “symbiotic biophilia and technology” of the space.

Utilizing a combination of pictograms and typography on the doors, neon signs next to greenery, and botanical wall art in the meeting rooms; through contrasts and juxtapositions, we sought to visualize the harmony between biophilia and technology.

We believe the right answer lies somewhere in-between—a symbiosis of nature and technology. Similarly, through this project, we aimed to create something in-between—a symbiosis of timelessness and innovation.

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interior design: Klein Dytham architecture
branding: artless Inc.
creative direction & art direction, logo design: shun kawakami
graphic design: nao nozawa + qiwen cao, artless Inc.
signage design: nao nozawa + yafa zhang, artless Inc.
web development: adrien dufond
project management: moeko tamakawa + yafa zhang, artless Inc.
illustration: hitomi morita, yafa koseko
photography: yuu kawakami, artless Inc.
client: point 0 Inc.

koé donuts

branding + visual identity

scope of works

branding
logo & visual identity
brand guideline

art direction
graphic design
sign design
web design

about project

artless Inc. was responsible for designing the signage, goods, website, and total branding/identity of “koé donuts”, a donut factory opened in March of 2019 in the Shinkyogoku area of Kyoto.

Similar to koé, which artless also conducted the branding for, koé donuts embraces the true meaning of the words “organic”, “natural”, and “locally grown”. They carefully select ingredients that are both good for the body and the environment—ethically reimagining Japanese donuts.

The architecture and interior design was carried out by Kengo Kuma, recipient of numerous national and international awards including the Architectural Institute of Japan Award as well as responsible for the architecture of the New National Stadium set to be complete in 2020. Kuma took an ethical and organic approach to the interior of koé donuts and spread Kyoto Arashiyama woven bamboo baskets across the ceiling, creating a warm and relaxing atmosphere.

Furthermore, koé donuts’ character illustration was done by the well-known and talented illustrator, Yu Nagaba, renowned for his work in “POPEYE” magazine and numerous other publications.

artless Inc. collaborated with architects and illustrators during the branding and design process; striving to preserve the identity of the brand established with koé while expressing the value and importance of Kyoto. Further solidifying koé’s brand identity, the same typeface was used. It was then combined with a more contemporary monogram of the K and D to give a fresh and Kyoto-like feeling to the logo. The brand color is a traditional Japanese purple, lending to the overall elegance of the identity. Lastly, coinciding with the brand philosophy of being “ethical”, the shop cards and take-out boxes are all made with environmentally conscientious craft paper.

Next time you find yourself in Kyoto, come stop by koé donuts.

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architecture & interior design: kengo kuma, kengo kuma and associates
illustration: yu nagaba
branding: artless Inc.
creative direction & art direction: shun kawakami
art direction & design: koyuki inagaki, artless Inc.
assistant design: kanako ueno, qiwen cao, artless Inc.
project management: asami kinoshita
web development: adrien dufond, manmaru Inc.
photography: masaki hamada (kkpo), yuu kawakami
client: STRIPE INTERNATIONAL INC.

abysse

branding + visual identity

scope of works

art direction
logo & visual identity

graphic design
sign design
web design
photography
uniform

about project

Seafood restaurant “abysse” lead by the young owner-chef Kotaro Meguro was awarded the Michelin 1-star within a year of its opening in March 2015 in Gaienmae, Tokyo. As part of their move to Daikanyama in March 2019, we were in charge of branding as well as holistic art direction and design, encompassing the logo, V.I., graphic design, signage, website, uniforms, and ambient music.

The French word “abysse”, in addition to signifying the depth of the ocean, carries the meaning “of having depth”. In creating the logomark and brand color we drew inspiration from their concept of evoking the oceanic depths and deepness of the flavor of their dishes. In the interior, the use of wood salvaged from the ocean expresses the depth of both the ocean and forest.

The menus styled like letters welcoming guests to their tables are adorned with foil stamps and signed by the chef. In order to design a complete dining experience, we carefully selected the chef uniforms in the open kitchen as well as curating the ambient music to stimulate the senses while creating a serene atmosphere.

The aim of our branding project is to express their reverence for the ocean, forest, and approach to materials, in the hopes of ushering “abysse” into the global stage.

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branding: artless Inc.
art direction & creative direction: shun kawakami, artless Inc.
graphic design: qiwen cao + kanako ueno, artless Inc.
web programming: adrien dufond
photography: yuu kawakami
project management: asami kinoshita, artless Inc.
client: abysse

DESIGNART TOKYO 2018

scope of works

creative direction
art direction
concept design & planning

branding
logo & visual identity
graphic design
sign design

about project

DESIGNART, the namesake of the organization and event founded in 2017, is a new term that redefines the things that move us and crosses the boundary between art and design. DESIGNART was founded by six creatives hailing from various creative fields; Akio Aoki (MIRU design), Shun Kawakami (artless Inc.), Astrid Klein and Mark Dytham (Klein Dytham architecture), Hiroshi Koike (NON-GRID/IMG SRC), and Okisato Nagata (EXS Inc.).

For its second year, under the concept of “Emotions”, 120 exhibits were shown across 90 venues in Tokyo for DESIGNART 2018. Over the course of 10 days from October 19 to 28, creatives from across the globe in diverse fields including design, art, fashion, food, and technology gathered to the city, garnering over 120,000 visitors.

Continuing our work from the previous year, we oversaw all graphic design elements for DESIGNART 2018. As an event with a wide range of exhibits and artists, our approach was to create a bold, identifiable, yet flexible and sophisticated identity that has a simple black and gold color scheme. The logo is responsive and dynamic, where the “frame” changes its shape according to the object within it, thusly defining the framed object as “DESIGNART” – a work that crosses boundaries. The logo was used in all manner of outputs large and small across the city, including printed materials, original items, as well as in signage design; complimenting the artwork while still being a memorable identity. With a global audience in mind, all printed materials are written in both English and Japanese.

We will continue our pursuit of making DESIGNART a word as common as design or art, synonymous with the things that enrich our lives and establishing DESIGNART as a world-class design and art event.

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creative direction: shun kawakami, artless Inc.
graphic design: koyuki inagaki, kanako ueno + ayako shien, artless Inc.
project management: asami kinoshita, artless Inc.
copywriting: river Inc.
photography: yuu kawakami, artless Inc.

artless craft tea & coffee

branding + interior design + management

scope of works

branding
interior design
management

art direction
graphic design
web design
art curation

about project

Produced and managed by artless.Inc, artless craft tea & coffee is a tea and coffee stand with the design concept “chashitsu (tea room)”, where the notions of “sado” is expressed through a modern sensibility. Every aspect of the shop, including spatial design, product design, and graphic design, as well as menu development, is infused with notions inherent in “sado” and expressed through a modern vocabulary to create a "chashitsu" that synthesizes tradition with modernity.

Nestled among an array of eclectic shops, the store is located in a 700-meter-long train underpass. The location allows people to experience the "chashitsu" culture in a casual setting. The bare concrete space of the underpass, reminiscent of a warehouse, works to create a minimalist atmosphere much like a "chashitsu". The space only uses untreated larch plywood, black-coated steel frames, and bare concrete as the finishing materials, resulting in a space that is contemporary but with a decidedly “wabi-sabi” feel. The centerpiece of the space is a five-meter-long metal counter, where a square furnace has been cut out to house a tea kettle created by a living national treasure.

Traditional Japanese handicraft tools; tea canister, tea strainer, and teapot, are used to prepare and serve tea, while the Raku ware vase is adorned with seasonal flora, created and arranged by a flower artist. The specially designed merchandise is laid out in a uniform arrangement that contributes to the refined atmosphere.

With a focus on “craft”, single origin coffee from small farms(micro-mills), and Japanese tea from organic and pesticide-free tea leaves are served. All coffees are carefully hand-dripped and prepared on the spot, while Japanese tea is served using the finest tea kettle, where the flavor of the tea leaves is distilled in every last drop. Just as guests wait in serene silence as tea is prepared in a "chashitsu", the relaxed moment in which guests wait for their order is a vital part of the experience.

Behind the shop is our own art gallery space “artless appointment gallery” where we hold exhibitions designed and curated by us. The space functions as a place where we offer BtoC services, as well as BtoB art consultation and art production services for hotels, shops, offices, retail spaces, museums, and more. We provide a unique service with a mission to explore and expand the possibilities of business in art.

artless craft tea & coffee aims to create and start a new design movement by creating a modern ”chashitsu" in a warehouse-like space in a train underpass.

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creative direction, interior design & art curation: shun kawakami, artless Inc.
design: shinsaku iwatachi, artless Inc.
project management: yuri izushi, artless Inc.
website direction & design: hiroka hasegawa, H Inc.
cms development: kenji morisaki
photography: yuu kawakami
client: artless Inc.

Phaédo

branding + visual identity

scope of works

art direction
graphic design
logo & visual identityn
v.i. guidelines

photography
videography
website design

about project

‘Phaédo’ is an aesthetic brand in Hangzhou, China, led by the first Chinese graduate from Antwerp Royal Academy of Fine Arts, Zhu Zhu.

The brand’s logo was developed carefully for over a year, with each letter tailored to carry out the brand’s concept. With the identity we developed, Phaédo has made its debut in Milano Fashion Week in February 2017. Phaédo, with their debut collection, has showcased its philosophical and aesthetic values that weigh importance on timelessness, unadorness and wabi-sabi.

artless Inc. had an opportuninty to develop their branding through logo
design, web design, directing photography, videography and sound
design. The photoshoot was carried out at a ruin that stands deep inside Hangzhou, China. Phaédo’s works were taken with focuses on the rustic textures of the site, as well as the nature. Web design features sound
design that symbolises the passage of four seasons. Though minimal, the website assembles craftsmanship of different expertises, representing the ethos of Phaédo.

With deep understanding and resonance with the brand’s philosophy, we crafted the branding to its every details, believing that would be an identity Phaédo is able to stand for.

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fashion design: zhu zhu, phaédo

art direction & creative direction: shun kawakami, artless Inc.
photography & videography: alexander hugh mitchell
sound design: hiroki saitoh
video edit: yuichi maruno, glmv
programming: adrien dufond

graphic design: koyuki inagaki, artless Inc.
project management: satoko tanaka, ken aoki, artless Inc.

the tokyo restaurant. kuala lumpur

branding + visual identity

scope of works

art direction
graphic design
sign design

branding:
logo & visual identity
design guidelines

about project

Located in the hustle and bustle of the city centre in Kuala Lumpur,
Malaysia, “The Tokyo Restaurant.” is a Japanese restaurant & bar in
ISETAN THE JAPAN STORE, produced by Plan・Do・See, Inc. We,
artless Inc., was given an opportunity to carry out branding &
identity for the restaurant.

Our branding span across a wide range of media from logo design to
stationeries, menu, sign design and copywriting. The key concept for the
visual identity is “marriage of authenticity and light-heartedness.” Classic
typefaces were chosen to create an authentic atmosphere for the brand,
while the abstracted monogram adds a contemporary, approachable look.

We have created an extensive corporate identity guideilne in order to
ensure the correct delivery of the brand’s tone and manner by local
designers. The corporate identity guideline includes: the usage of logos
and its versions, examples of typeface usages, direction for photographys
and copywriting.

The Tokyo Restaurant. is suited for various occasions whether your visit
is with family, friends or as a couple. The brand design sets the restaurant
down-to-earth, while not compromising on the sophisticated mood. We believe
that, with our own Japanese sense of aesthetics, we were able to express
the sophisticated, contemporary atmosphere for the audience in Kuala
Lumpur.
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vi design by artless Inc.
commissioned by Plan・Do・See Inc.

creative & art direction: shun kawakami, artless Inc.
graphic design: koyuki inagaki, artless Inc.
product photography: yuu kawakami, artless Inc.
interior design: Hirsch Bedner Associates

FOUR SEASONS HOTEL KYOTO

scope of works

sign design
sign plot
sign design consulting
art direction

about project

We were appointed as the signage design consultant for
Four Seasons Hotel Kyoto, which opened in the historic city of Kyoto
in the autumn of 2016.

In a project spanning three and a half years, we worked together with specialists from various fields, including an interior team from Singapore,
a design team from Shanghai, and a lighting consultant based in the UK, amongst many others. Collaborating with the finest teams from around the world has allowed us to perfect every detail.

As the signage design consultant, we oversaw the entirety of the project where our duties ranged from selecting the typefaces for both Japanese
and English, designing original icons, plotting signs, selecting materials,
as well as managing project progress.

Located in the historic and cultural capital of Japan, every element of Four Seasons Hotel Kyoto, from the interior to the garden and spas, has been designed with a deep understanding of the local history and culture.
We set out to create signage that exists in harmony with the meticulously thought out interior design. Our direction was to incorporate the aesthetics and philosophy of Japanese crafts that has global appeal, with a modern design sensibility. The luxurious space was only made possible through
Four Seasons Hotel’s rigorous research process to capture the local flavor and essence.

We chose materials that reflect Kyoto’s rich history and paid particular attention to the environment and context of each individual signs.
Working in tandem with the art and lighting consultants, we sought to
elevate the space into a sophisticated environment. By overseeing every aspect related to the signage design; from the interior to the garden and to
the exterior, we were able to have a greater perspective of the entire space, including line of flow and the positioning of each facility, and were able to
play a crucial role in creating the refined space.

For the three years that it took for the completion of this monumental project, the same team members were involved throughout, and as a result we were able to carry the project forward smoothly and build trusting relationships
with the many experts that we worked with.

With something to enjoy in each season, please visit Four Seasons Hotel Kyoto and experience the extraordinary work that we helped create.

hotel kanra kyoto

scope of works

visual identity + sign design
art direction
graphic design

about project

With the reopening of ‘hotel kanra kyoto’ in October 2016, artless Inc.
was in charge of creating the visual identity as well as the signage system
of the hotel.

The design tenet for this project was ‘Kirei-sabi’, an aesthetic sense and philosophy of Kyoto/Japan, which was realised through the logotype, typography, pictograms, and the tastefully weathered color scheme of coal black and copper red that were used in the signage and print materials.

While elements of traditional Japanese culture are present in all levels of
the design, to meet demands of a growing inbound market in Kyoto,
all written materials are in both Japanese and English.
Our goal for this project was to build a new brand image of
‘hotel kanra kyoto’ that is international in scope with a
Japanese essence.

setouchi aonagi

branding + sign system

scope of works

branding :
logo + visual identity
sign system

graphic design
packaging design
application design
web design
ui / room concierge tablet

brand communication :
brand compliance support
photo & video shooting

about project

Overlooking the incomparable view of the Setouchi Inland Sea,
“Setouchi Aonagi” is a small luxury hotel that enjoys the matching of
Tadao Ando’s architecture design with the one-of-a-kind location the
structure is nested at.

Filled with the generous use of spaces, the Ando architecture
presents seven guestrooms. Limited to be used by the guests only, the
hotel offers spacious outdoor and indoor swimming pools, jacuzzi and
sauna. The therapists at “ALL THAT SPA SETOUCHI” would relieve
you of all stress with their domestically produced, all-natural
treatments. Neighbouring the hotel is the well-known “Elleair Golf
Club Matsuyama.” The rich array of facilities and services is brought
together to cater for various interests.

Our identity design for Setouchi Retreat Aonagi involved graphic
works such as: logo design, sign system, pamphlet, stationeries and
other operational items. Also tasked were website design and
communication design for PR purposes. For the wide-ranged
assignments, we provided an integrated consulting service to best
shape the brand.

The coastline of the Setouchi Inland Sea, viewed from the hotel, is the
scenery that lives up to the acclaim of the everlasting beauty. The
logomark is our abstract interpretation of the coastline that symbolises
the hotel and its accommodation experience.

We regard this hotel as the combination of modern architecture and
contemporary art that has its roots in the surrounding nature,
sceneries and culture. With this idea in mind, we drew the whole
design work to project the integrated aesthetics that pair quality with
tranquility.

“Setouchi Aonagi” is a branding project for the hotel guests to indulge
in the experience of staying at “the Ando architecture nested in the
nature of Setouchi."