Interview about Tsubasa.Y Brand Integration, winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
Tsubasa.Y is a vintage selection shop, that in the piles of clothing of different times, looking for the exclusive taste of different self, constantly experimenting and merging, producing a fashion sound that this generation has never had before, just like the name of Tsubasa (wing), leading the ancient fascination to fly in the different clothes between the texture and the story. This case packs the shop's identification, packaging, and print design.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThis idea came from observing the spirit of vintage shops—how handwritten tags and stamps once made shopping a form of record-keeping. The stickers in Tsubasa.Y were designed for staff to write and doodle at the moment of packaging, passing along a joyful atmosphere. Each sticker becomes a small interaction, a timestamp in the brand’s evolving language.
The logo was inspired by the founder’s early dream of building a mini stage inside the shop—where he could perform. We fused a guitar and wing into a geometric crest-like emblem, symbolizing aspiration and movement. It reflects the brand’s spirit of curating the past while evolving toward the contemporary.
We started with layout structure and material choices—preserving the tactile tone of vintage selections while avoiding imitation. Each design detail was crafted with a contemporary sensibility, giving the brand a look that feels both familiar and fresh.
It’s about layering time. Designing a new sticker each year lets loyal customers notice change while building a visual timeline—like growth rings. Identity becomes a feeling of time, not just a static mark.
The challenge was making each design usable and adaptable. From stickers to member cards and in-store signage, everything had to work both visually and operationally. We built a modular system that allows flexibility while maintaining brand consistency.
The logo was inspired by the founder’s early dream of building a mini stage inside the shop—where he could play music. We combined the forms of a guitar and wings into a geometric emblem that expresses this spirit visually. The typography carries a rhythmic, almost musical quality with vintage undertones. Paired with clean line work, the identity becomes adaptable across diverse brand materials.
The brand system was designed with modularity in mind from the start. Every component—typography, color blocking, sticker layout—was built as a flexible unit. This allows each part to function independently while remaining cohesive within the broader brand context.
We realized that what customers remember most isn’t always the design—it’s the human touch. So we created a writable sticker area for staff to doodle or leave a quick note. These personal marks turn each package into a unique and joyful experience, fostering small but meaningful moments of connection between the brand and its customers.
We selected culturally resonant yet universal themes—like growth rings, shop seals, and everyday rituals—instead of relying on region-specific motifs. This approach retained a sense of cultural texture while ensuring readability and emotional accessibility across different audiences.
To me, brand identity should grow like a plant—rooted but ever-changing in its branches. The core vocabulary (color, layout, symbol) will remain stable, while new elements will evolve annually based on shop events and customer engagement. It’s not simply about updates, but designing with a rhythm that dances with time.
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