eiji muroichi

Tsukihoshi

Tsukihoshi Rebranding

Role
  • Art Direction
  • Design
  • Creative Direction
Agencies
  • PARTY New York
Year
2016

Tsukihoshi Rebranding

Global Rebranding for Tsukihoshi, a footwear brand with a long history of quality and comfort.

Tsukihoshi (MoonStar) is a Japanese footwear brand founded in Japan in 1873, that specializes in designing and manufacturing sneakers for kids.

Tsukihoshi sneakers are known for their unique design, which incorporates a number of features that are intended to promote healthy foot development in kids.

In addition to their focus on foot health, Tsukihoshi sneakers are also designed to be fun and stylish for kids. The brand offers a wide range of colors and designs, from classic neutrals to bright, bold hues and playful patterns.

The brand has received numerous awards and accolades for its commitment to quality, comfort, and style, and is sold in over 40 countries worldwide.

As part of the global rebranding of TSUKIHOSHI, I was in charge of designing the brand logo/mark, creating the brand book, photography, and designing the website.

The brand logo was designed to visually represent the moon floating in the night sky, which was derived from the brand name TSUKI (Moon) and HOSHI (Star). The logo type combines Japanese katakana characters with a English typeface that matches the brand's character, conveying both the traditional Japanese heritage of the company and the fun image of the brand.

I made a brand book to outline the brand's visual and messaging elements to ensure consistency across all marketing materials. It provides a comprehensive guide for anyone involved in creating and using brand materials, and ensures a cohesive look and feel. The brand book helps to build brand recognition and differentiate the brand from its competitors.

Photography plays a crucial role in creating an active and fun image for children's brands. By engagingly capturing children's activity with vivid, bright, and bold colors, it can add to the overall fun and active feeling of the images allowing to create a memorable and engaging brand identity.

Website

I was responsible for designing a simple and intuitive website, incorporating Japanese-style illustrations to tell the company's long history. I also created icon graphics to represent the unique features of the sneakers.