Branding
Paper Tree is a Japanese art and origami supply store located in San Francisco’s Japantown. It’s owned and operated by sisters Vicky Mihara Avery and Linda Mihara, two award-winning origami artists. The Mihara family published one of the first origami books in English in the 1950’s and today, their children and great-grandchildren continue the tradition of teaching and sharing origami around the world.
This is a conceptual rebrand of Paper Tree, in which I hoped to combine traditional Japanese elements with modern design trends.
BRANDING
What do we value?
Sparking and encouraging creativity in others through the teaching of Japanese arts.
Brand Promise
Paper Tree promises to honor the rich history and tradition of origami while providing resources, workshops, and a welcoming environment that fosters learning and creativity among origami and Japanese art enthusiasts.
Brand Personality
With geometric elements and a muted palette, Paper Tree is friendly, welcoming, and artistic.
What makes us different?
Being owned and operated by award winning origami artisans, Paper Tree has expertise on paper art and other Japanese creative subjects, such as calligraphy and paint.
Brand Pillars
Heritage: Paper Tree's history in the origami tradition underscores their commitment to preserving and honoring the heritage of origami.
Quality: With ownership by award-winning origami artists, Paper Tree emphasizes its expertise in origami and its dedication to offering top-notch products to its customers.
Education: Paper Tree prioritizes community engagement through workshops, events, and educational resources, fostering a sense of belonging and shared passion.
RESEARCH
Who are we?
A Japanese art and origami supply store.
What do we do?
Teach and share the wonders of origami and Japanese art by offering supplies and lessons to the local community.
Onlyness statement
Being run by a family with history and expertise in the art of origami, Paper Tree empowers individuals to pursue their unique artistic journeys while preserving the cultural legacy of origami.
Why does it matter?
By promoting origami and providing a platform for its practice, Paper Tree contributes to the preservation of cultural heritage and fosters cross-cultural appreciation.
Age: 30
Marital Status: Married
Occupation: Graphic Designer
Lifestyle: Creative
Michael is a graphic designer with a passion for exploring various art forms in his free time. He values creativity and enjoys trying out new techniques and mediums. He finds relaxation and inspiration in the intricate folds and designs of origami. Michael appreciates high-quality materials and seeks expert guidance to improve his skills.
Meet Michael.
Goals & Motivations
- Find a reliable source for premium origami paper and supplies.
- Follow tutorials and workshops that offer advanced techniques and creative inspiration.
- Connect with other origami enthusiasts to share ideas and collaborate on projects.
Age: 45
Marital Status: Single
Occupation: Middle School Art Teacher
Lifestyle: Busy
David is a middle school art teacher who incorporates origami into his curriculum to teach his students about patience, precision, and the beauty of simplicity. He believes in the therapeutic and educational benefits of origami and wants to inspire his students to explore their creativity. David wants resources that offer clear instructions and a diverse range of projects suitable for different skill levels.
Meet David.
Goals & Motivations
- Find a trusted supplier of origami materials in bulk for his classroom projects.
- Exchange ideas with fellow educators and receive mentorship from experienced origami artists.
- Develop innovative lesson plans that enrich his students' educational experience.
Age: 40
Marital Status: Married
Occupation: Stay-at-home Mom
Lifestyle: Family-oriented
Sarah is a stay-at-home mom who enjoys spending quality time with her children and engaging them in creative activities. She values activities that foster bonding, patience, and fine motor skills development in her kids. Sarah believes in the importance of passing down cultural traditions and wants to introduce her children to the art of origami, which she fondly remembers learning as a child herself. Sarah needs affordable origami kits and beginner-friendly resources that cater to both children and adults.
Meet Sarah.
Goals & Motivations
- Connect with other parents and share tips on engaging kids in creative pursuits.
- Foster bonding, patience, and fine motor skills in her children.
- Introduce her kids to the art of origami.