"nomakenolife" is a phrase I first heard when I came to Tokyo as a student - it was written on a purikura (photobooth) machine, and at first I didn't quite understand what it meant. After consulting one of my Japanese friends, she said: "no makeup no life." The simple mix of Japanese and English and the casual yet profound meaning of the phrase struck me in awe.
I was tasked with the challenge of coming up with the direction and website for a monthly beauty subscription box that came from Japan, but was targeted toward consumers outside of it. This was the first project that I got to creative direct and design from start to finish - everything from establishing a brand identity to wireframing the pages to overseeing models and running the photoshoot. Disregarding the typical "kawaii" look that most Japanese beauty websites have, I chose to go for a more edgy vibe instead, something that would allow NMNL to differentiate itself from its competitors. The result was a hybrid between cute and cool - something raw, fresh and fun that girls anywhere around the world would be inspired to purchase.
Company: Move Fast LLC.
Location: Tokyo, Japan
Copywriter: Miki Yoshida
Photographer: San Aihara
Role: Creative Director/Designer