Case Study 02:

Takumi Woman

Takumi approached us after investing in a previous branding process that did not meet their expectations.

Although the initial proposal was well-presented in language, the visual outcome lacked clarity, consistency,

and alignment with the brand’s intended positioning as a premium sportswear label for women.

The client came with a name—but without a usable identity system.

The existing logo and brand proposal had several critical issues:

• No clear differentiation from existing sportswear brands

• Weak visual structure, making it difficult to scale across products

• Inconsistent alignment with the brand’s core values: craftsmanship, femininity, and performance

• Lack of usability across applications (garments, accessories, digital)

Instead of refining the existing proposal, I recommended a full redesign.

I developed a new visual direction based on three key principles:

• Structural clarity

• Brand differentiation within the sportswear market

• Scalability across physical and digital applications

The new identity system included:

• A redesigned logo with strong geometric balance and recognizability

• A flexible mark adaptable to garments, accessories, and branding materials

• A cohesive visual language aligned with premium positioning

• Foundations for digital applications, including e-commerce

To support decision-making, I created comparative visual frameworks positioning Takumi alongside

established brands such as Nike, Adidas, and Puma—helping the client understand where the brand stands

and where it should move.

The new identity allowed Takumi to:

• Launch a consistent product line across multiple touchpoints

• Strengthen its positioning as a premium women’s sportswear brand

• Build a recognizable and scalable brand foundation from day one

Rebuilt a failed brand identity into a scalable system for a premium sportswear label.