Shining Japanese Spirit for the Global Market

We handled the complete creative direction for the “onray” hand towel service launched in Kuala Lumpur, Malaysia, including its VI (Visual Identity), merchandise, and website. The service name, “onray”, combines two Japanese concepts: “onrei” (温冷 – warmth and coolness, reflecting the nature of the towel) and “orei” (御礼 – gratitude). The name was also chosen to be easy to read and pronounce for an international audience. Through subtle design cues and naming that evoke Japan’s hospitality culture, we aimed to create a brand that feels approachable and memorable in overseas markets.