Context

We were responsible for the concept design of an online platform focused on sustainability. The platform aims to enable diverse creators living in Japan to share information on sustainability from a Japanese perspective, using social media and a dedicated website. While traditional sustainability content has mainly targeted adult women, this project sought to reach a broader audience.

Approach

The name “REI” carries a dual meaning: in Japanese, it signifies “gratitude” or “respect”, while also referencing the concept of “zero”. This naming reflects both a sense of appreciation for the environment and the materials we use, and a commitment to minimising environmental impact as much as possible.

For the design, rather than using the typical sustainability colours of beige or green, we opted for a monochrome palette that evokes Japanese minimalism. Through textures and compositions that suggest craftsmanship, the brand conveys a thoughtful and refined lifestyle. Additionally, we adopted a holistic design approach, considering not only digital presence but also physical spaces and potential product extensions.