"jcocomo" is a brand that offers lacquerware and other lacquer-coated products that suit modern lifestyles. This time, we were involved in the rebranding of "jcocomo." As the first step, we were involved in shooting the brand image visuals and renewing the brand website.

During the meeting, they explained that while lacquerware is often thought of as tableware for special occasions, they wanted it to be used on a daily basis, and so had been developing a visually casual atmosphere up until now, but felt that this had led to a feeling of miscellaneous goods and a cheap atmosphere, and that they wanted to completely revamp their brand image. Through interviews, we asked them in detail about what kind of interior shops they would like to see their products sold in, their future plans for expanding overseas, the history of lacquer, and the issues facing the lacquer industry.

As we talked, we learned that the "jcocomo" tableware molds are made using traditional Japanese tableware, and that the pink color, which is rare in lacquerware, is blended based on Japanese colors. We also sensed that the client's desire to spread the appeal of lacquer while also conveying Japanese culture and spirit is part of their manufacturing.

So, when we started rebranding, we researched the history of lacquer and food culture.

And for the brand image visual shoot, which is the first step in the rebranding, we proposed a "worldview with depth." This was proposed based on the idea that the Japanese heart has learned courtesy and gratitude through table manners, and that sensibilities have been cultivated throughout the four seasons, such as by changing the appearance of tableware according to the season, and that the appearance of lacquerware embodies these things and has a beauty that we have proposed.

In terms of the visual composition of the shoot, taking into account jcocomo's approach to manufacturing that matches Japanese craftsmanship with modern lifestyles and its expansion overseas, rather than creating a typically Japanese image, we considered the color scheme and composition and carried out art direction to create an image that has an atmosphere of overseas interiors, while still conveying a dignified and beautiful Japanese appearance.The fixtures used for the shoot were also original and produced.

The official website visually depicts the world of "jcocomo," and contains detailed information about the products and lacquerware, as well as jcocomo's thoughts and efforts. With regard to lacquerware in particular, it includes general knowledge and history, as well as stories heard from clients. (Surprisingly, things that are taken for granted when working in that field can actually be interesting.) Also, in order to eliminate the impression of it being just a miscellaneous item, the word "familiar," which had been used up until now, was replaced with "everyday use." The website is bilingual in English and Japanese, and is structured to convey the appeal of lacquerware both domestically and internationally.