A modern take on masculinity – reimagined through scent, storytelling, and minimal design.

KUMO is a fragrance brand designed for Tsubaki no Omotenashi in collaboration with the Saka no Ue no Kumo Museum in Matsuyama. Aimed at men in their 30s–60s and culturally engaged visitors, the brand draws inspiration from the spirit of the novel Saka no Ue no Kumo, which celebrates individuality and quiet strength.

We developed a minimal, reflective visual identity guided by the brand manifesto: “Celebrate freedom. Aspire higher.” The packaging is designed to open like a book, creating a slow, tactile unboxing experience. The brand concept is printed inside, turning the act of opening the box into an encounter with the brand’s philosophy. A writable space on the logo side invites personal gifting, blending design and human connection.