SHIRO

In September 2019, 10 years after the brand’s founding, SHIRO rebranded as an ethical beauty brand that builds a close relationship between the earth and life. At SIMONE, he was in charge of a wide range of consulting and direction, including redefining the global brand, overseeing the tone and manner of all creative, and inner branding. For the first make-up products after the relaunch, we designed modern and highly sympathetic visuals and movies that embody the new branding and the innocent worldview of the natural and neutral image of women that is unique to SHIRO. By visualizing the brand’s turning points one by one, we contributed to SHIRO’s branding with the visuals as the starting point. A new factory facility “Minna no Factory” in Sunagawa, Hokkaido, which SIMONE has been involved in since the project launch, has also opened, further strengthening the connection with nature, the local community, and manufacturing.