Being in charge of the branding, in order to make the best use of the potentials of both traditional lacquered crafts and commercial lacquerware of the same area, we factorized the local industry into “traditional” and “innovative”. As for the “traditional” approach, we gave each product a certified mark so customers could easily realize and purchase traditional lacquerware. At the same time, we achieved sales by unifying the brand through standardizing the packages that had been branded by previous manufacturers. 

On the other hand, for the “innovative” approach, we re-named the project to “Echizen Urushi” (meaning “Echizen Lacquer” in Japanese), where we reproduced the synthetic lacquerware technique and applied it in all the products such as eyewear, mobile phones, and cars. The idea was to create a new industry as a production site for paint-coating. Furthermore, we developed pictograms representing different characteristics of each product on the price tag. In this way, customers were able to identify at a glance the various manufacturing methods and characteristics of Echizen lacquerware that used to be difficult to understand and distinguish.