Matsuo Corporation Rebranding - Bravis International

In this project, our goal was not only to communicate our vision to the outside world, but also to ensure that every single employee—not just those at the Japanese headquarters, but also those working at our factories in China, Myanmar, Bangladesh, Vietnam, and Indonesia—could feel hopeful about Matsoka’s future and reaffirm their pride in the company.

The project began with interviews with senior management, including the president, executives at the Japanese headquarters, and the heads of overseas factories.
We heard stories about how the company pioneered overseas expansion ahead of its competitors, established factories in regions with insufficient infrastructure, created jobs for the local people, and ultimately helped shape the towns and landscapes of those regions.
Among these stories, the sentiment unique to Matsoka that we felt was most important was the message—cherished consistently since the company’s founding—of “creating a society where both those who wear clothes and those who make them are happy.”

With this philosophy as our core, a team of about 10 brand consultants and copywriters developed the corporate slogan.
Selected from about 30 proposals was the copy: “Creating ‘Can-Do’.”
Matsuo supports customers’ “potential” through clothing production. By creating and delivering quality garments, we expand consumers’ “potential” and bring a sparkle to their lives. Furthermore, we are a company where every employee thinks and acts independently to broaden their own “potential.” These sentiments are encapsulated within this brief phrase.
Additionally, we developed the English slogan “Making the Future Possible” to ensure this same vision resonates not only domestically but also with overseas clients and employees.

After finalizing the corporate slogan, we conducted a survey on the current usage of the logo both domestically and internationally. We carefully identified key considerations for both the development and implementation phases, and proceeded with the creation of the corporate logo.
The new corporate logo features a design where the letter “M” is formed by four blocks. It represents how diverse talent active around the world shapes Matsoka’s “M” while expressing their individuality and strengths. The vertical line on the right is intentionally kept short and unfinished, symbolizing our commitment to continuous growth and evolution as a company that will keep striving toward completion. For our corporate colors, we adopted “Quality Blue,” symbolizing integrity, and “Creative Blue,” representing creativity and challenge. The Creative Blue shining at the center of the design embodies Matsoka’s DNA—a spirit that is unafraid of change and constantly pursues new possibilities.

In addition to the logo, we developed a sub-graphic titled “MATSUOKA INNOVATIVE LINE” using the central design. Used across various materials—such as business cards, envelopes, and company brochures—it serves as a symbol of Matsoka’s commitment to embracing a spirit of challenge and tackling new endeavors, thereby expanding the brand’s visual identity.

Furthermore, Bravis developed a branding video featuring the new corporate slogan and logo, as well as a character for internal use.
To ensure the message resonates with everyone who watches the branding video, we designed it to be visually compelling without text or narration. The video fosters a sense of anticipation for Matsuo’s future transformation.
The internal character was developed with the goal of uniting employees across countries, creating a character that would be loved by employees worldwide. The character has already been introduced internally and is generating a significant response.

The new corporate slogan and visual identity have generated a strong response both inside and outside the company, resulting in a strengthened brand foundation for a globally expanding enterprise.

Redesigning the brand from the company’s roots

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