Designer: Nhat Minh Ly
Marketing Team Leader: Junichiro OZAWA
Project Manager: Kaoru SATOSHI
Project Manager: Misaki KITO
Location: Japan
Project Type: Produced
Client: SHIRAISHI Co., Ltd.
Product Launch Location: Global
Packaging Contents: Jewelry
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing / Foil Stamping

Founded in 1963 by Shou Shiraishi, SHIRAISHI is one of the leading names in the Japanese jewelry industry. As a famed jeweler, SHIRAISHI is touted for its unique, beautiful, and highly precisive product lines. After almost 60 years in the business, 2021 marks SHIRAISHI’s big step forward to transitioning from a jeweler who mainly provides for famed sellers in Japan, such as 4℃ Jewelry, STAR JEWELRY, Vendome Aoyama, to a jeweler who provides finely crafted jewelry for customers from around the world. As Confucius once stated: “A journey of a thousand miles begins with a single step.” For SHIRAISHI, it is the business’s rebranding that became its first step on this new journey.

In this project, LNM Production, a creative team led by Nhat Minh Ly, was tasked to create an elegant, yet open and minimal identity in addition to an accompanying packaging system to establish a foundation for SHIRAISHI’s future expansion.

Inspired by the historical typefaces used in the Victorian era in addition to early designs in Japan’s Showa-era, our team crafted a new identity for SHIRAISHI using strokes alternating between light and heavy weights in addition to a well-defined grid. Furthermore, inspired by SHIRAISHI’s product lines, our team devised a new color palette using the products’ colors and an accompanying set of typefaces, creating a luxurious, high-end appearance for not only SHIRAISHI’s identity but also the business’s unified packaging system.

Our team selected three different types of Washi (Japanese papers) and employed hard pressing techniques to create a unique packaging material for the packaging system. The result is a packaging system whose natural and uneven textures create a luxurious feeling. Furthermore, we also employed a special composite coating layer to protect the packages’ surface while improving the ink absorption rate, creating a vibrant outer appearance that captures attention. To finish the project, our team chose foil stamping as the finishing touch to create an exquisite packaging system, suiting the identity we’ve created for SHIRAISHI.