...2019, I had just finished MideaGroup's acquired TOSHIBA home appliance 'Brand Refresh', before the organization felt the need to launch a specialized Air-Conditioning line - related to TOSHIBA.

Until Mai 2020, within shortest time, from naming to brand guidelines,
I led the development of a new TOSHIBA Air-Conditioning brand:

🪭
SHINSENA

 

The Rising Sun
meets the Fan 🪭

In the visual guidelines we aimed that SHINSENA appears as a distant relative of the TOSHIBA brand.

Their corner stones, appearance + purity correspond with each other, but at the same time SHINSENA follows a different path compared to its mother brand, while keeping the so unique + typical Takumi Spirit.

Our design is inspired by several patterns of the authentic Japanese motif system, including the RisingSun + the fan (being an Air-Conditioning brand).

 

Visual Identity
Communalities & Differences