CHALLENGE
Despite its global reputation, Tani was still building momentum in the Japanese market. The brand needed to better resonate with local consumers while strengthening relationships with key retail partners.

SOLUTION
We localized visual and messaging assets to align with Japanese sensibilities while preserving the brand’s global identity. Through art direction, lookbook production, retail activations, and PR, we repositioned the brand for the domestic market. This included pop-ups at Isetan Shinjuku, Ginza Mitsukoshi, and Hankyu Tokyo/Umeda, as well as supporting the launch of the flagship store at Hankyu Men’s Tokyo, strengthening both visibility and retail partnerships.

DESIGN PROCESS
To engage retail partners more directly, we created a tactile lookbook that communicates the brand’s material quality. A hardcover format with a recessed frame presents an actual fabric swatch, allowing for a physical experience of the product. Each swatch was carefully selected and placed by hand, resulting in a refined brand piece that translates craftsmanship into a tangible, memorable touchpoint.