Bruce Mau Design

The Spirit of Japanese Craftsmanship

The Onitsuka: The Spirit of Japanese Craftsmanship

Tokyo-based label The Onitsuka partnered with BMD to launch their luxury-redefining fashion brand. Emphasizing pleasure over exclusivity, this interpretation of luxury engages the senses through the premium and sensorial characteristics of Japanese craftmanship.

We developed a brand platform and visual identity built on the collection’s minimal and timeless qualities. Drawing on the purest essence of The Onistuka, the brand identity is refined and simple, threading pleasure throughout with thoughtful details.

Our work with The Onitsuka also includes art directing the collection’s first campaign photoshoot, on-site in New York, as well as website design, advertising and rollout for launch.

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