Takara standard Takara HORO

CLIENT
Takara standard

IDEA
Takara HORO

While the company operates under the name Takara standard for its domestic communication, it decided to introduce a new brand name, Takara HORO, for the international market, along with the tagline “HORO YOUR LIFE.” The intent was to communicate the value of enamel as a durable and aesthetically appealing material by intentionally using the Japanese word for enamel (“horo”) in a way that would make the word ownable for the brand.

For the text, we developed an outlined font that evokes the image of yuyaku (glass glaze) used in enamel coating. For the key visual, we focused on “white,” the simplest color from Takara standard’s wide range of colors and patterns, and highlighted the texture and luster of enamel through artful lighting and camera angles. The creative approach aimed to engage the audience’s senses rather than making a direct appeal to affluent consumers.