The practice of forest bathing started in the 80s in Japan, where it is called Shinrin Yoku, to help the Japanese population decrease stress levels. We were commissioned to develop a brand identity and website for HINOKI Forest Bathing, reflecting the Japanese heritage of our client.
The HINOKI logo incorporates the Enso circle, representing enlightenment in Zen Buddhism, the beginning and the end and incompleteness - Beauty in imperfection, where the brush stroke captures the mood of the calligrapher. The inside is nothingness, expressing imperfect beauty in the present moment.
These colours are derived from traditional Japanese colours which can trace their historical origins back to the Twelve Level Cap and Rank System, established in 603 by Prince Shotoku and based on the five Chinese elements.
The overall website design adheres to the principles and aesthetics of wabi-sabi - simplicity, economy, austerity and modesty. A booking system allows clients to pay for their sessions up front as well as enabling visitors to purchase handmade gift cards and vouchers.
HINOKI Forest Bathing