We created a clean and modern brand that speaks to the original brand but also developed it further based on 'Ikigai' and the theme of origami. The team wanted to keep the Japanese Crane as the mark, which makes sense as it is a prominent symbol of good fortune and wealth in Japanese culture. We used angles and cuts that are commonplace when creating your own folded origami crane. This is a feature that is woven through the rest of the brand.