REFINED MINIMALISM

Tsuchiya Kaban, a Japanese manufacturer renowned for its handcrafted leather goods, aimed to enhance its appeal in Asian markets beyond Japan. To achieve this, Tsuchiya enlisted Kinsman Design's expertise to refine its market positioning in these regions. Through extensive surveys, focus groups, and comprehensive analysis of local retail markets and competing brands, we gained valuable insights into local consumer perceptions and purchasing behaviours.

Based on our findings, we advised Tsuchiya on the necessary adjustments to differentiate their brand and meet the expectations of various Asian consumer segments. Our work involved defining the brand vision and key selling points, providing Tsuchiya with a clearer understanding of its strengths in local markets and the brand language needed for more effective communication.