The final design incorporated elements of the HANAKU name, and makes subtle references to Japanese culture. Neutral, understated tones were chosen to reflect the elegant simplicity of Japanese aesthetics. Furthermore, shades of pink were incorporated to represent the cherry blossom, Japan’s most iconic flower.
The icon itself features a cherry blossom motif, with a subtle mountain as a nod to Mount Fuji. The design also features a hidden reference to the HANAKU name, with lines forming the characters ハナク.
HANAKU’s branding was designed to be clear and focused. In particular, this is demonstrated by how copy and images are presented on the website, as bold text is accompanied by strong, large imagery.
The website copy was kept minimal, and designed to be simple and easy to understand for consumers. We avoided the use of lengthy jargon, focusing only on simple terms. Furthermore, we placed a stronger emphasis on images, using large imagery and bolded text to convey information about the product. This made the website easier to digest for a younger demographic, whose focus is more on visuals.