tsumiki by nendo

branding project for a new form of an investment trust

Project Specs

Design Firm:
Location:

感谢来自 nendo 对gooood的分享。更多关于他们:nendo on gooood
Appreciation towards nendo for providing the following description:

此系列为日本零售商Marui旗下品牌的产品。产品不仅仅针对富裕阶层,也专注于包含年轻一代在内的更大的市场。为此,公司专门推出了共同基金计划和月供方案。

A branding project for a specialist retail securities firm that is part of Marui, a retailer group in Japan. Targeting not only affluent clientele but a wider market, including the younger generation, it specializes on a mutual fund, monthly accumulation scheme.

▼积木,tsumiki

产品的吸引力在于其简单的线上申请方式,以及全日本首家推出的信用卡投资方式,旨在为金融知识不足的投资新手打开一扇大门。假设人们有关金融投资的焦虑的产生原因是这种投资并不是看得见摸得着的现实物,那么,为了减少与金融投资相关的焦虑,公司将投资信托变成了实物产品。

Its appeal is in the easy online application procedure, as well as investments using credit cards which is the first set up in Japan, intended to open the doors for novice investors without adequate financial literacy. With a view to reduce the inherent anxiety associated with “finance” and “investment”, the investment trust was turned into a physical product, the hypothesis being that the main reason for anxiety was that they are neither visible or tangible products.

开设账户首先要扫描产品内的二维码。你可以使用二维码在任何时间任何地点检查账户状态,查看投资相关内容。所以,它的存在感是很强的。

The account opening process begins by reading the QR code printed inside the charm. Once the investment activity is initiated, the account status can be checked upon at any point in time using the QR code. Hence the user may constantly feel its presence.

▼使用产品内二维码开设账户,the account opening process begins by reading the QR code printed inside the charm

因此,这一系列产品有一种具有保护性的魅力。产品的设计灵感来源于日本传统的御守的形状。所以日常生活中佩戴或者将其放在房间,能给人一种自然而然的感觉——我是被守护着的。

The product was therefore formed into a protection charm, inspired by the shape of the Japanese traditional “omamori”, so by wearing it in your everyday life or placing it in your living space creates a natural feeling that your future is protected.

▼产品的设计灵感来源于日本传统的御守的形状,the product was inspired by the shape of the Japanese traditional “omamori”

▼日常生活中佩戴或者将其放在房间,能给人一种被守护的感觉,wearing it in your everyday life creates a natural feeling that your future is protected

产品将在Marui各店展出,以激发不熟悉投资管理的人群的兴趣。也就是说,消费者可以在店内了解产品相关,把资产管理当做是一种时尚。

The charms will be displayed in the Marui stores to spark interest and provide opportunities for people who are not familiar with asset management. In other words, the storefront will be used as a touchpoint where consumers may feel the asset management like a fashion item.

它也可以当做礼物送人。举个简单的例子,祖母可以通过它向孙辈传达她在为他们未来而储蓄的情感和态度。

The charm may also be presented as a gift. For example, a grandmother may use it as a communication tool to convey her affections and attitude that she is saving up for her grandchild’s future.

▼tsumiki承载着感情的传达,tsumiki conveys affections and attitude

这一系列的产品被命名为tsumiki,在日语中的意思是积木。这个词也传达了 tsumi(积累)和ki(感情)的寓意。它不仅仅是逐渐积累的金钱和资本,也是日渐浓厚的感情。

The service was named “tsumiki” which means “building blocks” in Japanese.The word also coveys the meaning “tsumi” (accumulation) and “ki” (affection). It is not only the capital accumulating, but also the “affection” is growing stronger.

▼系列产品,tsumiki

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