Considered Minimalism

Tsuchiya Kaban is a Japanese maker of handcrafted leather goods of distinctive quality. Seeking to boost its appeal in the Asian markets outside of Japan, Tsuchiya sought BaseCreate’s assistance to refine its market positioning for these other regions. From extensive research through surveys and focus groups into the local retail markets, as well as in-depth research and analysis into competing brands, we gained insight into local consumer perceptions and purchasing behaviour.

Based on these findings, we advised Tsuchiya on the adjustments needed to their positioning in order to differentiate their brand and adapt to the expectations of different Asian consumer segments. Our work included defining the brand vision and key selling points, giving Tsuchiya a clearer picture of its strengths in the eyes of the local markets and the brand language needed to express them more effectively.