— Role
Art Direction
Graphic Design
Branding
— Target Audience
Style-conscious men
(ages 25–40)
The Brief
Issey Miyake is a luxury brand known for its minimalist, innovative design rooted in simplicity and function. While its original fragrance packaging reflects this clean aesthetic, it can feel understated in today’s competitive market. This redesign aims to elevate the brand by introducing stronger visual presence and storytelling, while still staying true to its minimalist DNA..
The target audience is style-conscious men aged 25–40 who appreciate understated luxury but want products with more character. They value design, craftsmanship, and timeless aesthetics, and are drawn to brands that feel both refined
and distinctive.
Obstacles I Worked Through.
In this project, I faced the challenge of evolving Issey Miyake’s minimalist design into something that also radiates luxury and premium appeal, without losing its iconic Japanese simplicity.
I turned to design history, exploring Art Deco, to see how past eras balanced minimal form with sophistication. This helped me figure out how to add rich details—like deep colors, gold accents, and geometric structure—while still honoring the brand’s core minimalism.
By blending these influences, I crafted a bottle inspired by a classic alcohol flask, giving it a timeless, high-end feel. This approach allowed me to bring a new depth and character to the brand, ensuring it stands out as both refined and distinctive, while staying true to Issey Miyake’s minimalist legacy.
Visual Direction
A collection of Art Deco packaging references exploring geometric form, symmetry, and refined detailing to inspire the redesign.
EQURE PACKAGING BY REPINA BRANDING AGENCY
EQURE PACKAGING BY REPINA BRANDING AGENCY
Dab juice by yoga zoeko
Grande-branding-by-Antonia-Skaraki
Grande-branding-by-Antonia-Skaraki
Bringing The Pieces Together
To connect with this audience, the redesign blends minimalism with Art Deco influences, introducing richer colors, gold accents, and geometric structure.
An alcohol flask-inspired bottle was used to reinforce a more classic, high-end feel, moving away from the standard transparent glass form.
This adds a sense of heritage, and masculinity making the product feel more like a crafted object than a conventional fragrance.
Point of Purchase
The point-of-purchase strategy builds on the idea by presenting the fragrance as a premium object rather than just a product. Using elevated materials and geometric structures inspired by Art Deco, the display creates a sense of occasion and reinforces the luxury positioning.
This encourages deeper engagement and increases the likelihood of purchase by turning the interaction into an experience.
In conclusion, this redesign works more effectively than the original by addressing its lack of differentiation while preserving its strengths.
It retains the simplicity and elegance that define Issey Miyake but enhances them with contrast, narrative, and visual impact.
The result is a design that feels timeless yet contemporary, one that captures attention, communicates value, and aligns more closely with the expectations of a modern luxury audience.