CLASSICS the Small Luxury ‘More than a handkerchief’ Brand movie

CHALLENGE

CLASSICS the Small Luxury is a boutique handkerchief label born in 2003 from Blooming Nakanishi (founded in 1879), one of Japan’s leading handkerchief manufacturers. The label was created to communicate to the public that a handkerchief is far more than just a beautiful piece of fabric. It’s a gift to commemorate a milestone, a small souvenir from an unforgettable trip, a symbol of love and commitment; buying a handkerchief is an action deeply embedded in human experience.

The company wanted to move forward with its brand presence, especially in the online realm. They contacted Y+L Projects to help build content that shares the band story and message and a strategy to getting the content out there.

Y+L Projects pitched and later produced, shot, edited, and delivered a brand video showcasing the company’s shokunin (craftsperson) roots. The video, which would be accompanied by a series of studio and on-location still images, was directed and shot to convey the company’s key foundational elements of careful manufacturing, craftsmanship, brand legacy, in-store experience, and also showcase just how new designs get made. The video was shot in CLASSICS’ main locations across Japan, including Kobe, Yokohama, Nihonbashi (Tokyo), and Fukushima.

We also created key copy and graphics for CLASSICS’ Instagram page and a carefully curated strategy for effective publishing. Finally, we created an English version of the company’s brand message in a clear, powerful, and thoughtful way.