TSUTSU

We managed the rebranding of this stainless steel bottle brand manufactured in Tsubame-Sanjo, Niigata Prefecture — a region renowned for Japan’s premier metal processing industry. We placed the area’s unpretentious history and harsh natural environment back at the core of the brand’s value, completely transforming every element from logo to tagline.

The brand expresses TSUTSU’s unique value — combining distinctive regional character with precision — across all media: a logo embodying polishing accuracy to 0.1mm, a tagline that earnestly communicates the craftsmen’s pride, and websites and videos that concisely yet meticulously portray the extensive, profound story behind the product.

We also designed the product packaging. To demonstrate the future of premium branding, we prioritized sustainability by using recycled cardboard for the outer box. For the inner packaging, we designed a furoshiki-style azuma bag that protects the product’s delicate surface finish while being reusable for carrying items. Our branding extends beyond image construction to influence everyday behaviors.