Lint Remover Maxell IZUMI Brand Renewal

We were responsible for the brand renewal of "Kedama ToruToru," the lint remover line of Maxell Izumi
— a manufacturer rooted in the craftsmanship tradition of Shinshu.

With each product line previously operating under its own independent brand identity,
we proposed the establishment of a unified brand tone across the Maxell Izumi portfolio.
Under the shared brand copy "Tsuduke, Kokochiyosa." (Continue, Comfort.),
we developed the product-specific copy "Kokochi, Totonou." (Comfort, Refined.) for the ToruToru series,
and handled all creative production end-to-end: brand concept, key visuals, product site, brand site,
packaging, product CG, in-store displays, and in-store POP materials.

With 40 years of history since its launch in 1985, the ToruToru series carries genuine legacy.
Rather than focusing solely on product functionality,
we aimed to communicate the quiet comfort of caring for the clothes you love
— expressed consistently across every brand touchpoint.
Through close collaboration with our client, we co-created a new visual identity
that gives the IZUMI brand a clear and unified voice.

At nide inc., we offer more than creative production.
We provide end-to-end support for corporate brand building
— from concept development to all brand tools and materials.