Originally called The New York Handbag Factory, the textile manufacturing company was founded during the 1930s. The company is known for their handmade bags and quality service. The business has been operating through a physical store since it’s founding.

Fast forward to almost a century, the owner thought of expanding their business online to be able to have more reach to customers and viewers, hoping of reviving the business. The company contacted us at Tokyo Designed to help them rebrand their company and help them established the online presence they want to achieve. To help emphasize the rebrand the owners also wanted to do a name change. In favor of the owner’s decision, we decided to shorten the name to The Newyohana.

In the rebranding task, the owners wanted us to maintain heritage while giving it a modern identity. To achieve this, we modernized the typeface with a custom typography that still shows similarities to the old version, maintained the blue color palette but giving it a more vibrant and bright hue. We also worked on a digitalized catalog and product list and promotional materials to start their online expansion. The owners and our design team are optimistic this rebranding will help revive the company’s business presence in the industry.

PS. We are hoping to use a .gif file for our hero photo as it will best describe the project. We are unable to upload one so we uploaded a substitute one. Our gif is the same video we have with the youtube link we posted.