BAO BAO
ISSEY MIYAKE
PLATINUM
DEW DROP

Overview

A brand strategy project for Bao Bao Issey Miyake, an in-house bag label of Issey Miyake. We redefined its value and positioning as an Issey Miyake product brand, renowned for its pioneering spirit and groundbreaking designs, and built strategies for future product developments and communications.

For its Platinum Dew Drop series, we created a promotional short film. In the film, moistures in the air start to change from vapours to liquids in the dark, and as the dawn breaks, dew forms in a gentle light. Our idea was to express the sense of wonder and exquisiteness of the technical innovations of the collection by using a combination of natural motifs and perfectly engineered sharp lines.