If you’ve been following us for a while, you may have noticed that our logo has changed. This update was intentional, designed to align more closely with J-Beauty (see that “j?”) while creating a look that better reflects our brand ethos.
Our new logo incorporates the “j” in a way that is both subtle and meaningful, but there’s more behind the design. Its ribbon-like shape is inspired by mizuhiki (水引), a traditional Japanese art form of decorative knot-tying. Mizuhiki is most commonly used to adorn gifts and envelopes for special occasions like New Year’s, births, and weddings. While modern mizuhiki is primarily decorative, its original purpose was practical: to securely fasten gifts or money envelopes, often crafted from thin strips of paper.
The origins of mizuhiki trace back to the Asuka period, when envoys brought red and white hemp strings as gifts to the Emperor from the Sui dynasty. These strong strings, once used to tie a samurai’s topknot, gradually became symbols of good fortune, connection, and protection against misfortune. Over time, the ways in which mizuhiki is tied came to carry specific meanings.
There are two main styles of knots:
- Musubikiri (“must-knot”) – cannot be undone and is used for events hoped to occur only once, such as weddings, funerals, or gifts for recovery.
- Bow knots – can be untied and retied, making them suitable for joyous occasions that can be celebrated repeatedly, such as birthdays, wedding anniversaries, or promotions.
Our new logo features a bow-style knot, reflecting celebration and continuity. Like mizuhiki, it conveys a message of gratitude and connection, emphasizing that joy and appreciation can be shared again and again.
In addition to our main logo, you may notice that the same design element appears in our cherry motifs. This was a playful way to extend our branding while referencing Japanese culture. Instead of the more traditional cherry blossoms, we chose cherries to convey modernity and add a youthful, fresh touch.
At Rei Cosmetics, we believe our brand should embody gratitude in addition to beauty. While we will always cherish our previous logo (you may still see it from time to time), we hope you enjoy the story and symbolism behind our new design.
Finally, we would like to thank Hachikin Creative, a design firm in NYC, for bringing our vision to life. We deeply appreciate their work in translating our brand ethos into a beautiful logo that authentically honors Japanese culture while modernizing it for the digital era.