It’s no secret that Japan is having a moment for inbound travel, but no two journeys are alike. Traveling through Japan is about more than just seeing the sights; it’s a way of experiencing the world — and Tricolage is a travel brand that embodies this.
While Tricolage already had some elements of a visual identity, they approached Paradigm to design a complete brand system that not only refined what they had and captured this philosophy, but to bring it to life the same way they do for their clients. As a travel brand dedicated to crafting tailor-made, sustainable journeys that harmonize with local communities, their branding needed to evoke both modern luxury and deep cultural roots.
We pride ourselves on being a full-service creative agency, but to be honest, we enjoy some tasks more than others — and crafting brand identities is near the top of our list.
Our task was to build this system and give it an interactive home. We thought we’d take a closer look at some of the elements that came together to make this brand, and how we’ve expressed their vision.
A core part of Tricolage’s appeal is the “bespoke” nature of their tours, so we wanted their typography to reflect that level of meticulous, personalized craft. For their primary English typeface, we selected Ivy Mode. Its high contrast and uniquely flared strokes subtly mimic the primary carving tools used in traditional Japanese hanko carving — a brilliant blend of modern minimalism and historic craftsmanship.
To ensure the brand’s premium feel translated seamlessly to their local audience, we paired it with the highly legible, elegant Shippori Mincho for all Japanese text.
As Tricolage focuses heavily on sustainability and the environment, we developed a color palette that feels organic and grounded. We anchored their visual system with custom shades like Oitake Green, Aitetsu Blue and Aoguro Grey, in a palette of tones that express calm and luxury.
We then created guidelines on color proportions and approved combinations to maintain a serene, premium aesthetic across all platforms and applications.
Speaking of applications, we’ve got them too. From the ever-important meishi (business cards), to thoughtful items like tote bags and notebooks, we showed a glimpse at how the brand can look not only on a screen, but in the real world.
Brand guidelines are only effective if they are actually used. Instead of delivering a static, easily outdated or misplaced PDF, we designed and developed a fully responsive brand guidelines website (tricolage-brand.paradigm.co.jp) — a single, living portal: easily accessible for all of your team members, and easily updated should anything change.
This centralized digital hub serves as the definitive guide for Tricolage’s verbal and visual identity. It houses downloadable logo assets and defines parameters like logo scaling, clear space, and typographic hierarchy.
In the end, guidelines are just that — a guide. But by creating a beautifully structured, easily accessible digital home for their brand, we ensured Tricolage has the perfect starting point for every journey ahead.
Looking to define your brand’s visual identity or need a dedicated digital hub for your own guidelines? The Paradigm team is ready to help you craft yours. Reach out to us today.
