Brand Identity


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Askul, a Japanese office supplies retailer founded in 1963, sells everything from paper, pens and batteries to chairs, tools and tea, as well as thousands of other items through their website and catalogue. As part of a new brand identity, a design system was introduced that is striking in its stylish simplicity. Each item has been reduced to its bare essentials. Adding design to more than 200 everyday products has boosted brand equity, but also simplified and brightened offices across Japan.

  • Design:
    Stockholm Design Lab, Stockholm
  • Client:
    Askul Corporation, Tokyo