tsumiki by nendo

branding project for a new form of an investment trust

Project Specs

Design Firm:

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Appreciation towards nendo for providing the following description:


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.



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.


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


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


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.


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.


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