cucumu Branding

Client: TERADA KNIT Co.ltd

Role: Planning, Copy, Writing, Project Management, ArtDirection, Design

Date: Oct 2022

Overview

What is truly needed.

We have partnered with Terada Knit Co., Ltd., a textile factory in Yamanashi, to launch our original knitwear brand, “cucumu”. We will be involved in the project’s product development, which encompasses naming, concept copywriting, visual media production, and consultation on the form and fabric selection. We use natural materials and manufacturing methods that minimize waste to make products that are gentle both on the skin and the environment. We also aim to create high-quality, durable, and affordable knitwear.

Insight

Establishing the 'concept' and 'subject matter'.

First, we carefully listened to the earnest intentions and ideals behind Terada Knit’s desire to launch a new knitwear brand and identified with their enthusiasm for the challenges that must be addressed, such as environmental issues and industry-wide problems. To achieve their goals driven by this passion, we first articulated and brainstormed the brand’s concepts and name. This is how we came up with the brand concept “Always gentle” and the brand name “cucumu”.

Idea

Timeless and neutral designs.

To convey the consistent stance and worldview of the brand and its concept, we created countless prototypes to carefully choose the perfect colors, shapes, names, buttons, materials, and weaving methods. We also enlisted the help of printmaker Ayumi Hanamatsu and the local paper mill to develop concept cards. We plan to release new products every spring/summer and fall/winter. Going forward, cucumu will continue to gently embrace individuals to achieve its goals.